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 MoreHornbach takes a sledgehammer to stereotypical female roles and clichés
