Heimat brings a gothic human touch to boring old DIY

Heimat Berlin’s ‘Make It Your Project’ campaign for DIY retailer Hornbach has been rewriting the rules for advertising the category for some time now – with no imitators as far as we can see, alas.

Here’s the latest, showing a doting dad doing the right thing by his Goth daughter who’s bullied/scorned by all those terrible whiter-than-white folk.

Not quite what you see from our own dear B&Q (which owns 21 per cent of Hornbach) and Homebase in the UK. But why not?

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