Hornbach: We Never Said It Would Be Easy
Heimat Berlin encourages women to literally smash the patriarchy in new campaign for the home improvement store.
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- Agency Heimat
German home improvement chain Hornbach is encouraging women to literally smash the patriarchy in its latest campaign.
Created by the brand's long-term agency Heimat Berlin, the spot opens on a woman angrily demolishing a 'gallery' of statues representing female discrimination, oppression and damaging stereotypes, from a frivolous shopper dangling high heels, new clothes and a flute of champage from her multiple limbs to a forest of groping male hands reaching towards a pole dancer.
As the action unfolds, the final frame reveals her to be carrying out a spot of DIY at home, closing with the tagline 'We Never Said It Would Be Easy'. As a metaphor it's about as subtle as a sledgehammer... but perhaps that's the point.
