HORNBACH’s (not so) secret garden

With a campaign that can only come from HORNBACH, the project construction brand is ringing in the gardening season. 

The centrepiece of what is probably HORNBACH's most complex production of all time, is an insane 2:14 minute spot, directed by Traktor, through Heimat, with help from Moritz Merkel of Stink Berlin, that shows what can happen if you don't take care of your garden in the spring.

The commercial takes the viewer through the bad things that can happen when your garden is not taken care of – it’ll start trying to take care of itself. 

Chaos ensues as the Unleashed plants go off the rails, stealing their homeowner’s car and taking part in illegal car races leading to vomiting bushes. The film features epic special effects to bring the plants to life, along with an original song produced by Finger Music & Sound Design that gives a voice to the plants on the run.

When asked about the highs and lows of making the spot, Traktor commented: 

“Making inanimate objects come alive can be a challenge. The trick was to BE the plants. We slept in shrubbery until we knew their bio-rhythms, then used them against them. As it were. Yes, Conifers. We used you. Sue us! Give or take a pandemic, and some postponements, we clung to the great script and let the fertilizer-starved greenery loose on an unexpected Buenos. Aiiiires!”

What did they bring to the ad that had the biggest impact?: “Possibly embracing an in-camera approach? Everybody says they do that, but we had to. The answering-machine at every post-house said ‘it’s not time, it’s money. BEEP!” We’re printing the t-shirts, but they can’t have any…”