Hornbach, Just a Board By Ian Pons Jewel

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HORNBACH’s new campaign with long-time agency partner HeimatTBWA is directed by ProdCo’s Ian Pons Jewell and centres on the overlooked potential of a simple leftover board. Rather than focusing on a finished DIY project, the film turns attention to the raw material itself: a scrap of wood that might usually be thrown away. Through the eyes of a DIYer, that board can become almost anything, from a fence or swing to flooring, a toilet seat or even a toothpick. Pons Jewell turns the board into the film’s unlikely protagonist, following its imagined possibilities as one man’s view of it shifts from dismissal to inspiration. The campaign celebrates the idea that, for true makers, nothing is waste. Every offcut, leftover and forgotten material still holds potential.

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