Title	THE HORNBACH HAMMER
Brand	HORNBACH BAUMARKT
Product/Service	HORNBACH
Category	A01. Creative Effectiveness
Entrant Company	HEIMAT Berlin, GERMANY
Advertising Agency	HEIMAT Berlin, GERMANY
Media Agency	CROSSMEDIA Düsseldorf, GERMANY
Production Company	BIGFISH FILMPRODUKTION Berlin, GERMANY

Name	Company	Position
Guido Heffels	Heimat Werbeagentur Gmbh	Chief Creative Officer/Founder
Matthias von Bechtolsheim	Heimat Werbeagentur Gmbh	Chief Executive Officer/Founder
Maik Richter	Heimat Werbeagentur Gmbh	Account Director
Kai Heuser	Heimat Werbeagentur Gmbh	Creative Director
Mirjam Kundt	Heimat Werbeagentur Gmbh	Copywriter
Gun Aydemir	Heimat Werbeagentur Gmbh	Copywriter
Katja Gottfried	Heimat Werbeagentur Gmbh	Copywriter
Sabina Hesse	Heimat Werbeagentur Gmbh	Copywriter
Matei Curtasu	Heimat Werbeagentur Gmbh	Copywriter
Susanna Fill	Heimat Werbeagentur Gmbh	Art Director
Teresa Jung	Heimat Werbeagentur Gmbh	Art Director
Henrik Schweder	Heimat Werbeagentur Gmbh	Art Director
Andreas Fernhede Dagman	Heimat Werbeagentur Gmbh	Art Director Digital
Kenzi Benabdallah	Heimat Werbeagentur Gmbh	Art Director Digital
Christopher Brinkmann	Heimat Werbeagentur Gmbh	Art Director Digital
Christina Walke	Heimat Werbeagentur Gmbh	Account Manager
Fabian Stein	Heimat Werbeagentur Gmbh	Account Manager
Kerstin Heffels	Heimat Werbeagentur Gmbh	Agency Producer
Jared Leistner	Heimat Werbeagentur Gmbh	Designer
Maria Botsch	Heimat Werbeagentur Gmbh	Designer
Christoph Bruns	Heimat Werbeagentur GmbH	Designer
Benedikt Gansczyk	Heimat Werbeagentur Gmbh	Desiger
Martijn Koster	Heimat Werbeagentur Gmbh	Illustration
Thomas Berlin	Berlin Audio	Music
Recom/Sublime Webguerillas	Recom/Sublime Webguerillas	Online Postproduction
Tobias Perse	BIGFISH FILMPRODUKTION Berlin Gmbh	Director
Kai Kniepkamp		Editor
Casey Campbell		Cameraman
Andrea Roman-Perse	BIGFISH FILMPRODUKTION Berlin Gmbh	Producer
Jakob Rühle	BIGFISH FILMPRODUKTION Berlin Gmbh	Producer
Cem Kaya	Heimat Werbeagentur Gmbh	Documentation
Boris Kraschin	Heimat Werbeagentur Gmbh	Documentation
Webguerillas	Webguerillas	Technical execution
Juan Gallwitz	Dangerous	Master drawing

Brief Explanation

It’s fascinating what we desire. We want what is hard to get and what only a few can have. Hornbach wanted to explore this and design and launch a product that would become highly desired. A product that ONLY Hornbach could do and that would bring the DIY people in Germany even closer to the brand. It started in december 2012 with an old Soviet tank. Over the next months, it was transformed into a product that communicated what Hornbach is all about, passion for home improvement projects mixed with a fair share of madness. The final design consisted of a dedicated designed box for the Hornbach Hammer. The packaging inside included a flag of raw linen, with the illustrations telling the production story – from tank to hammer. A small card held a detailed manual for the Hammer's Hickory wooden shaft. Each hammer came with an identification code that unlocked special content on the website, created especially for the Hammer holders. The Hornbach Hammer was born. An icon for D.I.Y. culture, strictly limited to 7,000 copies. It was gently presented to the public, starting with a tank on the Hornbach Facebook page. Rumors started, and when Hornbach revealed the full story from tank to hammer, it was already highly desired. The online presale of the hammer proved this, 150 hammers gone in less than 20 minutes. A few days later it hit the shelves. In three days, the hammer was completely sold out. The unwrapping of the hammer even became an event and proud owners posted pictures and videos of their hammers on to the Hornbach Facebook page. The result? Hornbach doubled the average amount of “schloss hammers” sold within a year in only three days. As well as an 15% increase of fans on Facebook. 15 million individual interactions with the content and over 300.000 who shared it. It also had a massive impact in traditional media, resulting in a media value adding up to near a million euros. And at the end of the promotion, the Hornbach hammer had become a collectors item and had risen from 25€ to 656€ on Ebay. For a hammer? No. But for a story about a brand and it’s unique relationship to the DIY community that stands out from all it’s competitors.