OBI - DIY von Herzen
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Movies, Commercials and Virals
Details
Around the world, more and more people are opting for gift vouchers instead of homemade presents - a sign of the growing time pressure in our society. This Christmas, OBI wanted to remind us of the true value of giving and tells the story of two brothers, a broken relationship and a bench that is far more than just a piece of furniture. Through authentic conflict and deep emotion, it brings together people from all walks of life and shows what DIY is really about: ‘Some things you don't just build with your hands, but above all with your heart.’
The Jury‘s Statement
OBI, one of the leading brands in the do-it-yourself sector, has introduced a new emotional dimension to brand communication with its Christmas campaign. The touching story of two brothers and a self-made bench highlights the value of creating together. With a clear message, authentic storytelling, and the deliberate omission of traditional advertising elements, the project underscores the power of relationships. It serves as an impressive example of how emotional storytelling can leave a lasting mark on a brand.
