HORNBACH: Smashing the clichés

HORNBACH, a DIY-store chain, launched the Smashing the Clichés campaign in Germany to increase brand relevance.

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....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands