Spring is usually the most important time of the year for HORNBACH's sales.

But as Germany has been shaken by a series of crises, a lack of money and fear for the future have made Germans less inclined to spend on their gardens in recent years.

We wanted to make people long for their gardens again by conveying the essential feeling of early spring: as flowers bloom and nature comes back to life, it washes away hardship and makes way for new beginnings and possibilities. Communicated through the metaphor of a gardener being reborn in a cocoon, just in time for the beginning spring season.

We open on a lush meadow on a giant cocoon hanging from a tree. As it wiggles, contorts, and undulates, a grown man slowly and loudly hatches from the cocoon. He drops to the floor, rises, to his feet, and glimpses a welcoming committee of gardeners working on their spring projects. As he staggers over to join them, we see other giant cocoons on different trees – also waiting to be reborn for spring. As the camera pans out, the campaign line appears: „Every spring, a new beginning.“

Passionate online discussions immediately followed the campaign, and even the mainstream German press (Wirtschaftswoche) felt compelled to review the ads favorably - showing an unusually high level of engagement and a particularly strong reception from our target audience.