Tomorrow, HORNBACH will unveil the solution: The films shown are the result of an extraordinary project. They were shot with a film camera constructed almost entirely from products available in a HORNBACH store.
A man rows a small boat on a green sea of tall grass, pursued by a shark fin. However, the film is nearly out-of-focus, the narrator's voice transitions to the possibilities of the extensive range and the unwavering will of the HORNBACH fan community. Only now does it become clear what viewers have seen over the past weeks: Footage from a self-developed 35mm film camera, created from the assortment of a HORNBACH store. With this comprehensive narrative, HORNBACH and HeimatTBWA\ begin their late-summer communication.
In a second spot, an egg the size of a human is pursued by a chicken, in turn chased by a rooster, followed by a chef, then chased by a pile of grass. And that's just the first ten seconds. Welcome to the 'HORNBACH Verses of Meaningful Madness.'
'We've had this idea for a long time, about ten years,' says Guido Heffels, chief creative for client HORNBACH. 'Now it has become reality, which took another year and a half.' The endeavor was ambitious. A complete 35mm film camera for shooting a film, built from the seemingly endless supply of a HORNBACH DIY store. Together with the Australian director collective GLUE SOCIETY and the Berlin production company TONY PETERSEN FILM, the project began at the start of 2025.
The result, after lengthy research and development work, is a fully functional camera the size of a van. With a central camera body made from various standard universal metal boxes filled with numerous transport wheels. Plus, lenses made from water pipes and magnifying glasses. What's not available was designed, milled from metal, turned, and sawed. For driving the light-sensitive material, a cement mixer outside the housing was chosen. The lens hood at the front of the camera consists of a cut-open green barrel.
'In the past few weeks, the films deliberately raised questions. With the reveal, it becomes clear that they not only tell of creativity but are themselves the result thereof,' explains Reto Kaspar, Head of Marketing at HORNBACH Switzerland. 'Many people associate a DIY store with individual products. This project shows something different: HORNBACH's assortment is the starting point for ideas that initially seem impossible. The fact that a real film camera and even the films shot with it emerged embodies the enterprising spirit that HORNBACH stands for.'
With awareness of the feasibility, five young people from various European countries were invited to realize the project in front of the camera. Each was equipped with specific skills in carpentry, design, CAD technology, metalworking, and photography. The documentary 'Always think too big,' appearing in early October, tells how these talents come into play and provides proof that anything is possible. But the doc offers more. It delivers five distinctive characters who grow together and not only philosophize about the joint project but also about life, friendship, and human existence.
HORNBACH and HeimatTBWA\ gladly embrace the fact that this campaign also follows the growing longing for the analogue.
The project was curated by director Jonathan Kneebone (GLUE SOCIETY) and produced under the direction of Michael Duttenhöfer (Tony Petersen Film). The media planning comes reliably and familiarly from Mediaplus Suisse in Zurich.
To the playlist: https://www.youtube.com/playlist? list=PLBVKs5kDyPSM
Press contact:
Reto Kaspar, Head of Marketing
HORNBACH Baumarkt (Schweiz) AG
Schellenrain 9, CH-6210 Sursee
+41 41 929 62 70
reto.kaspar@hornbach.com
http://www.hornbach.ch