Campaign details
Brand: HORNBACHAgency: Heimat Werbeagentur GmHBCountry: GERMANY
Marketing context
2017 was dominated by one topic: The gender debate. An ideologically poisoned discussion, even in Germany, a country that sees itself as a front-runner in building awareness for minorities. But two political milestones proved that it was time for new thinking: Germany's recognition of a 'third sex' and the legalization of same-sex marriage. Meanwhile, the world was seeing the fastest moving social change in decades. It started with the revelations, then the conversations about the revelations, and finally the hashtags (#metoo #balancetonporc #itwasme) Weinstein. Spacey....