NEW SEASON, NEW ME
(STUDENT BRIEF)
Client
HORNBACH
Year
11/2024
Copywriter
Juhwan Yun
Let's increase visits to Hornbach during the spring season, when the remodeling rate rises.
CHALLENGE
INSIGHT
In spring, The garden is the face that represents you. Because passersby don’t know who you are or which room you live in.
And They can only infer your tastes and personality by looking at your garden.
IDEA
Let's emphasize that your garden is the face that represent you.
OOH
Visualizes a garden of diverse vibes in the shape of a human face.
The billboard will be displayed in residential areas, shopping districts, or bustling urban areas with high foot traffic.
TVC
Highlights the concept that a garden serves as a reflection of its owner, much like a face, by depicting a passerby guessing the owner’s personality based on the unique vibe of the garden they encounter.
#1.
EMY is walking down the street, passing by gardens with distinct personalities along the way
#2.
There's a garden full of vibrant flowers. AMY assumes that the person living in this house is bright and gentle, like a flower.
#3.
This time, AMY encounters a perfectly tidy and well-kept garden. She assumes that the person living in the house is meticulous and detail-oriented.
#4.
As Amy walked down the street, she passed by a neglected garden. Naturally, she assumed that the homeowner probably struggles with self-care as well.
#5.
Amy arrives at her house, opens the front door, and looks out at the garden. Amy's back is visible, but her garden is not captured by the camera.
V.O.
What does your garden look like? What kind of person are you?
#6.
End Card
V.O.
New Season, New Me, Hornbach
Collaborates with influencers to create GRWM (Get Ready With My Garden) content. Influencers showcase their daily lives and gardens, sharing various intriguing stories and gossip.
Social
PR
Partners with Tinder to launch a Tinder-Garden platform, targeting garden enthusiasts. Instead of judging people by their faces, users explore each other's gardens to discover and connect on a deeper level.
Website
We will create a campaign section on the main webpage. Through a few questions, users can discover which garden suits them based on their spring resolutions and aspirations. At the bottom, we will expose users to products by recommending related items. Additionally, we will add social media sharing buttons to encourage organic viral sharing.
Product
Hombach is launching a fragrance collection inspired by the scents of gardens with diverse personalities. This allows individuals to express themselves through the fragrance of a garden that suits their own unique taste.
The refreshing and calming scent of lavender captures the tranquility of a mysterious garden. It offers a peaceful, relaxing experience, bringing a sense of natural calm.
; Lavender, herbs, musk, vetiver, eucalyptus
HORNBACH : Garden of Mysterious
The delicate aroma of magnolia reflects the elegance and serenity of a soft, graceful garden. Its gentle floral notes evoke a sense of refined tranquility.
; Magnolia, jasmine, vetiver, eucalyptus
HORNBACH : Garden of Elegant
The bold, vibrant scent of roses fills the air with energy and vitality. It brings the passion and liveliness of a glamorous garden, infusing every moment with confidence and zest.
; Rose, citrus, patchouli, vetiver, eucalyptus
