| Titel | HORNBACH Werkstück Edition 001 |
| Brief | Home improvement chain Hornbach believes that the best form of creating is done with your bare hands. With the Werstück Edition, it lived up to this positioning. Fans of designer furniture were invited to get their hands on Danish architect Sigurd Larsen’s Lounge Chair. But there was a catch: it had to be built from scratch by following elaborate instructions and using only repurposed articles from Hornbach. Launched online, it generated plenty of buzz, even among elitist design fiends who normally wouldn’t have paid much attention to the store. |
| Agentur |
HeimatTBWA\
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| Kampagne |
HORNBACH Werkstück Edition 001
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| Werbende |
Hornbach
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| Marke |
Hornbach
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| Posted | November 2018 |
| Geschäftsbereich | Werkzeug, Do-it-yourself
|
| Story | European DIY Superstore HORNBACH has always been a brand that only comes to life through its customers: The real makers. Ambitious, experienced, passionate and united by the belief that DIY is much more than a hobby: It’s a mission. The pride waiting after every finished project is driving their unstoppable urge to always plan their next project. While other DIY stores are busy recreating the existing, HORNBACH makes a habit of creating groundbreaking communication and projects never thought of before: Like addressing not only the typical DIYer, but the design-affine, educated and culturally interested middle class. |
| Story (Originalsprache) | DIY superstore chain HORNBACH has always defined itself as a brand that only truly unfolds with the support of its customers: Creating greatness with nothing but your bare hands. With the WERKSTÜCK Edition, HORNBACH paid tribute to this mission: An exclusive series of designs made entirely from the DIY market's vast product range. In short: Design that cannot simply be bought. Danish architect Sigurd Larsen's Lounge Chair can only be earned. Built from scratch. In the sweat of one's brow. Anything else wouldn’t be HORNBACH.The Lounge Chair was released in the form of an elaborate book that takes a time to tell a story. Of various material, at cost price, reaching even previously unattainable design target audiences all over Europe.A home improvement store goes beyond its traditional territory.And yet remains more than true to the core of its very self. |
| Medientyp |
Case Study
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| Creative Director |
Marlon Fischer
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| Creative Director |
Felix Pfannmueller
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| Creative Director |
Corbinian Hennies
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| Texter |
Teresa Guggenberger
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| Texter |
Mo Sadeghi
|
| Art Director |
Sascha Jörres
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| Art Director |
Marco Bienek
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| Fotograf |
Uwe Düttmann
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| Agency Producer |
Charlotte Kühn
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| Chief Creative Officer |
Guido Heffels
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| Chief Creative Officer |
Matthias Storath
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| Management Supervisor |
Tim Holtkötter
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| Management Supervisor |
Philippe Brandt
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| Kundenbetreuer |
Franziska Lequen
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| Kundenbetreuer |
Kimberly Schwarck
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