LETTER THEFT
HORNBACH
It was one of the great mysteries of 2022: Overnight, letters began to disappear from the signboards of HORNBACH markets all over Europe. One by one letters reappeared in the most unexpected places – German Twitch streams, Czech poetry slams, even Swedish music videos. And fueled an impassioned debate all over the web: Was HORNBACH behind it? Or something even bigger? A documentary short eventually revealed the culprits: a gang of creative renegades, claiming the letters as symbols of creativity. Proven by a campaign that wasn’t just broadcast but shaped together with fans.
TVC / Social Media / (D)OOH / Radio / Ambient / POS
︎ HORNBACH
TVC / Social Media / (D)OOH / Radio / Ambient / POS
︎ HORNBACH
Agency:
HeimatTBWA
Direction:
Tom Dream
Production:
SLGH
Creative Direction:
Guido Heffels
Luis Jaehner
Christofer Kümmerer
Art Direction:
Christoph Laurisch
Joaquin Aubele
Copywriting:
John-Conrad Speer
Awards:
Cannes Lions
ADC Germany
London International Awards
OneShow
Clio
Effie Germany
Die Klappe
HeimatTBWA
Direction:
Tom Dream
Production:
SLGH
Creative Direction:
Guido Heffels
Luis Jaehner
Christofer Kümmerer
Art Direction:
Christoph Laurisch
Joaquin Aubele
Copywriting:
John-Conrad Speer
Awards:
Cannes Lions
ADC Germany
London International Awards
OneShow
Clio
Effie Germany
Die Klappe
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