With its daring TV commercials, HORNBACH has established itself as the most creative DIY brand in Europe – but less so for the TV-averse Generation Z. To change that, we invented a fictitious youth culture that already fully believed in our brand values: a gang of rebels who stole letters from store signs as symbols of freedom and DIY spirit. For added credibility, letters disappeared from real shop signs across Europe, fueling hundreds of memes and endless speculation.