Hornbach takes a sledgehammer to stereotypical female roles and clichés

The new advert from German Agency Heimat, Berlin, for Hornbach, the leading European home improvement superstore chain, does away with common female stereotypes and clichés in a decisive and passionate manner. At the core of the concept is a woman, who is not only removing a wall in her home with all her might: in the same way, she is smashing to pieces female stereotypes and traditional role models, represented by a series of sculptures that in some cases are larger than life. Neither task is particularly simple, which is…

Read More