Good Campaign of the Week is a regular feature that celebrates creative social good campaigns. Each Monday, together with Branding Magazine, we highlight a new project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good.
'There's Always a Job to Done', by Hornback
European DIY store chain Hornbach lives by the mantra that “there is always a job to be done.” In their latest campaign, done by German agency Heimat, they’ve broadly approached the principle and applied it to the world’s current refugee crisis.
The influx of refugees from war-torn countries like Syria and Sudan into Europe has never been higher. It’s made headlines across the continent and has caused an outpouring of sympathy from the public. Hornbach’s marketing has always been full-on, tongue-in-cheek, and unapologetic.
Their new film sees a Tower-of-Babel style creation taking place. We witness people from all cultures and creeds working together to build an incoherent, unwieldy house. Inevitably, given the lack of understanding between the builders, the sprawling building comes crashing down. When the rebuilding begins, the different communities are working together. It’s all a rather entertaining metaphor for the huge challenge the world faces in the months to come.
The film’s director Pep Bosch has previously worked with this concept. His "Every Change Needs a Beginning" film for Hornbach won three D&AD Pencils back in 2012 with its message of community and hard work. The current film is also accompanied by an ambitious forthcoming print and OOH campaign, which uses giant posters on building sites. One such poster’s slogan reads “7000 languages, but only one way to drive a nail into the wall.”
One marketing campaign isn’t going to solve this growing crisis, but the message of unity and cooperation from a retail brand is sure to be popular with consumers. With this timely message, great creative execution, and brand relevance, Hornbach has hit the nail on the head.
Watch the Hornbach Campaign Film 'There is always a Job to be Done' Below
D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.