“Every square metre deserves to be the best in the world.” is the core message of the autumn campaign. We celebrate this very small living space as “the increasingly valuable and scarce unit of measurement of human coexistence”. But we do not live so closely together in Germany: According to the Federal Statistical Office, the average living space in 2022 was 65 square metres for owners (48 square metres for rented flats). These areas have only known one direction in recent decades: upwards. So the square metre does not seem to be that valuable. But Hornbach’s intention should be clear: The more individual square metres are structurally and decoratively transformed, the more DIY people will want. In addition to the main film, which can be seen on TV and in the online channels, the campaign focuses on real square metre projects and the creative builders behind them. The stories about the square metres and their “partly prominent builders” from eight different European countries were told via content in social and digital media and summarised on a landing page.