Freelance Creative Director, Writer, Étudiant en philosophie
Our society has forgotten how the real world smells. Cheap perfumes, bad deodorants and constant artificial smells are used to cover the stench of the everyday that stems from pollution and overproduction. But there is hope: In your garden. Right when our world is born anew, it elicits the smell of gardening projects, creativity and madness. This is HORNBACH’s smell of spring. In a quirky Out of Home campaign, we showed the allure of that first whiff of spring.
PS: It’s always nice when a writer comes up with an idea that works without words.
Created at HEIMAT, Berlin.
Senior Art Director: Stefan Wittemann
Photographer: Kai-Uwe Gundlach
