Thomas Schnaitmann, Director of Brand International for HORNBACH says:
“In these turbulent times it feels exactly right to offer a solution to help integrate nature – with its proven calming effect – into people’s daily lives.”
Front/ co-founder Anna Lindgren adds: “In Sweden nature is so much part of our lives, it’s like the forest is our second living room. But the modern world pulls people away from contact with nature. The ‘Green Hideaway’ is our antidote to this. It’s something that lives and evolves over time.”
Guido Heffels, leading creative for HORNBACH, says: “The idea behind the WERKSTÜCK series is to democratise great design. It’s an inspired idea – and one that we’re proud to be part of for five years now and counting. But more than that, in 2023 we think it’s very interesting to use design as a tool to improve people’s daily lives. In this case we’ve created a never-been-seen- before designer chair that’s really in tune with our modern age. And most importantly – you can’t buy it, you have to build it.”
With WERKSTÜCK Edition, HORNBACH is demonstrating its understanding of the value and relevance of high-end design. The campaign offers the possibility to build the chair yourself, with the aid of illustrated step-by-step instructions, a template and a materials and tools list. Aimed at both classic DIY enthusiasts and design-savvy lovers of fine craft, this model is pitched at a level that’s challenging enough to inspire, while still being achievable for non-professionals. All the materials required to make the ‘Green Hideaway’ are available globally in all HORNBACH stores.
The international WERKSTÜCK campaign launches first in Sweden, the Czech Republic and Slovakia, before rolling out in other countries. It will run both online and on TV, accompanied by a short film documentary, print ads and the DIY magazine.
from Digital Marketing Education https://ift.tt/YCG7wmL
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