Cannes Contenders: Germany

Hornbach - 1sqm

Every year in Germany, we find ourselves asking, "What has HeimatTBWA created for Hornbach, the renowned hardware and garden store, this year?"

I've seen many impressive films from the campaign, but this one truly stands out. The concept that every square meter counts, and that you can transform any space using a DIY strategy, is brilliantly executed. Additionally, the cinematography, visuals, sound, and music are among the best in German advertising, worthy of recognition at Cannes. 

This film reminds me somewhat of Jean-Pierre Jeunet's Delicatessen, or better said, a scene shot by Darius Khondji.

Aldi Süd - Diet of Love

Don't we all appreciate a good children's film at Cannes? Perhaps not everyone, but here's a charming TV spot from the agency Antoni for Aldi Süd.

The ad resonates deeply with parents, myself included, reminding us of all the things we do for our children. Indeed, we often find ourselves eating whatever our kids leave behind. The spot cleverly captures this with the concept of the "Diet of Love." We do this exclusively for our children while they're young. We may not continue these gestures as they grow older, but we'll certainly never forget those times.

BRLO - Drink Naked

I'm sure, most of you know the TV spot featuring Jeremy Allen White for Calvin Klein, directed by Mert Alas in downtown New York City.

The agency Deloitte executed a campaign for their client BRLO that truly made us all laugh. They meticulously recreated the original spot scene by scene in record time, resulting in a fantastic ad that quickly went viral.

Now, take a moment to appreciate and have fun with the most fantastic social media/digital response ever!

Burger King - X-Mas Hangover

For me, the standout Christmas campaign in Germany this year was Burger King's, created by the agency Grabarz & Partner.

Produced by Erste Liebe, the campaign features three captivating films that cleverly prompt you to reflect on those unforgettable office Christmas parties. #feetfetish as it best.

Laut gegen Nazis - The Wake up call

A recent study in Germany found that 65% of Germans actively avoid the news. Our society’s fatigue with news is being exploited by right-wing extremists to embed their ideology deeply into the societal core. Another significant issue is the neglect of younger

 generation social media channels, like TikTok, by democratic political parties. In contrast, the Far Right capitalises on this oversight, achieving 430,000 impressions per post compared to 53,300 from the next political party.

To prevent a regression to past atrocities, we must shock young people with the hard facts and cold reality of history to ensure it doesn’t repeat itself. The organization Laut gegen Nazis, together with Philipp und Keuntje and the Production E+P Films, has responded by creating a morning news segment that uses AI to simulate Hitler reading the news. This stark presentation of current extremist messages communicated through social channels serves as a wake-up call, urging the youth to remain vigilant and not be deceived again.