Hornbach

Belinda Archer

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Depicting unfinished-job angst as a man being chased by his half-done bathroom adeptly taps into the psychology of do-ityourself, thus Heimat’s spots for German DIY store Hornbach have given DIY ads an expert makeover. Like a dovetail joint, this fits nicely – seeing as how the agency’s name translates as home. Belinda Archer opens their tool box...

DIY advertising – that is, advertising for DIY stores, rather than advertising you knock up yourself with some fancy

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