Feel like a kid again

In collaboration with HeimatTBWA\ Berlin, HORNBACH kicks off the most important season of the year for the home improvement and gardening market—by speaking to those whose biggest passion is finally getting started on their long-awaited spring projects.

In a series of captivating films, running up to 120 seconds, the allegorical spring itself arrives in the form of a massive toy truck. At first, the adults appear almost lethargic, as though being held captive in the last moments of winter in dimly lit rooms. But then, a familiar melody, reminiscent of an ice cream truck jingle, pierces the air, introducing the truck.

Adults surge from their homes like a pack unleashed, chasing the sound into the open, vibrant outdoors. From the oversized toy truck, they eagerly retrieve their cherished tools—held high like hard-earned trophies. United by their shared passion, they revel in an untamed joy that mirrors childhood’s purest exhilaration. This core theme—“Feel like a kid again”—is no coincidence. In times of turmoil and uncertainty, where optimism wavers, reclaiming that playful joy has never been more crucial. The teams at HORNBACH and HeimatTBWA urge adults to rediscover this child-like lightheartedness, ease and excitement. And as the campaign proves, it doesn’t take much to rekindle that spark.