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.
Letter theft
Awards
Gold Award
Brand Experience
PR / Events
Details
Categories:
Country:
Year:
Credits
Client:
HORNBACH
Agency:
Art Director:
Joaquin Aubele
Sajjad Khatibi
Christoph Laurisch
Christian Trocker
Creative Director:
Christopher Kümmerer
Guido Heffels
Luis Jähner
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