MADE FOR ETERNITY

German home improvement store Hornbach bought a Russian tank and transformed it in six months into a promotional product: The Hornbach Hammer. An icon of DIY culture, and limited to 7,000 pieces.
The narrative – from tank to hammer – required a strong focus on digital storytelling and a direct approach to reach out not only to the specific fan base, but also to extend beyond a certain target group and attract interest. The hype was huge, and nearly all hammers were sold out online via Facebook before the campaign in traditional media even began. The last 700 hammers were sold in a series of special events under extreme conditions to fans who proved their DIY passion.



CREDITS  ROLE: SENIOR CREATIVE, ART DIRECTION
MADE AT HEIMAT, BERLIN