HORNBACH

Letter Theft

When 74 giant letters disappeared from HORNBACH store facades across 39 locations in 8 countries, the internet lit up with intrigue. Cryptic videos showed shadowy thieves pulling off audacious nighttime heists, while HORNBACH stoked curiosity by calling for tips through digital channels and radio, leaving everyone wondering: What’s behind this bizarre theft?

The mystery only deepened as the missing letters reappeared in unexpected places, fueled by media buzz and public speculation. A "documentary" eventually revealed the culprits: a gang of creative renegades who saw the letters as symbols of creativity. The campaign wasn’t just broadcast — it was co-created with fans, sparking over 600 million impressions, countless memes, TikToks, and more than 1,000 public tips.

This bold approach delivered staggering results: website traffic surged by 500%, media coverage generated 40 million earned contacts, and sales soared by 10.4%. With over 1.5 billion total impressions, HORNBACH became the topic of conversation in 8 countries, achieving its highest brand awareness and social engagement to date.

By blending mystery with multichannel reach, HORNBACH didn’t just launch a campaign — they created a cultural phenomenon, making it their most successful European campaign ever.

CREDITS
Client: HORNBACH
Creative Agency: HEIMAT Berlin
CCO: Guido Heffels, Matthias Storath
CD: Guido Heffels, Luis Jähner, Christofer Kümmerer
Strategy Planner: Benjamin Berlipp
Director: Tom Dream
Post Production: Slaughterhouse / Kanu Film Berlin
Music / Sound Production: Loft Tonstudios Berlin
Image Editing: Sublime Postproduction Berlin
My Role: Art Director & Motion Designer
Year: 2022