For nearly three years, Christofer Kümmerer has been shaping the creative identity of one of Germany’s most distinctive advertising agencies as Creative Director at Heimat TBWA in Berlin. After previous roles at BBDO and Jung von Matt, he now channels his ideas into campaigns that combine emotion, attitude, and craftsmanship — such as those for HORNBACH. Under the leadership of Guido Heffels (Chief Creative for HORNBACH, Founder of HEIMAT Berlin), he is responsible for award-winning work like “Listen to Your Hands” and the current spring campaign “Celebrate Like a Child” — a heartfelt homage to that first breath of fresh air after winter and the magic of new beginnings. In this interview, Christofer talks about creative intuition, why advertising trends are often just gut feelings in disguise — and why genuine emotion matters more than perfect staging.

What does a typical day as a Creative Director at Heimat TBWA look like? Do you have a morning routine that gets you into a creative... more