Letter Theft

Creative idea

HORNBACH’s positioning as a store for DIY projects is increasingly being challenged and copied by the competition. Differentiating the brand in the classic advertising environment is becoming more and more difficult. Especially getting messages to the younger target audience is becoming challenging every year. HORNBACH created a mystery by having the courage to change something ‘sacred’ and remove parts of it: yes, we’re talking about the HORNBACH logo sign letters. At 39 stores across Europe in the HORNBACH ‘countries’. The media strategy: to fuel this mystery. Create exciting twists and turns and make the disappearing letters THE topic of conversation.

Brand name: HORNBACH
Advertiser / client: HORNBACH
Product / service: HORNBACH
Campaign name: Letter Theft
Agency network: INDEPENDENT AGENCY
Agency: Mediaplus Austria, Vienna
Media agency: Mediaplus Austria
Digital agency: Plan.Net
Additional company: Heimat\TBWA, Mediaplus Germany, Ultra OOH GmbH, INSIGHT GG GmbH
Production company: Kanu Film GmbH
Web address: https://www.hornbach.at/aktuelles/hornbach-buchstaben/
Executive creative director: Guido Heffels
Art director: Christoph Laurisch, Joaquin Aubele
Copywriter: Guido Heffels, Luis Jähner, John-Conrad Speer
Account director (agency): Bernhard Redl
Client account director: Lena Artes, Nora Martys-Moser
Media director: Lena Artes, Nora Martys-Moser
Managing director: Bernhard Redl
Film production: Kanu Film GmbH
Director: Tom Dream
Director of photography: Danny Hiele
Music: Loft Tonstudios Berlin GmbH
Screenwriter: Guido Heffels, Luis Jähner, Tom Dream
Agency producer: Kerstin Heffels
Post production: Slaughterhouse GmbH
Digital production: /
Digital strategist: /
Digital creative: /
Event production: /
Additional company: Management Supervisor: Martina Thalhammer Account Director: Kay Bathe Social Media Manager: Lena Peters, Jan-Paul Janssen