The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Integrated

Letter theft

Agency HeimatTBWA\Germany / Berlin



Craft / Storytelling

Annual ID


About the Work

With a decades-long run of boundary-pushing, off-beat advertising, HORNBACH has established itself as the DIY-and gardening megastore with a creative rebel spirit. And a brand that enables and encourages customers all over Europe to be their most daring, inventive, creative selves. Which has turned HORNBACH into perhaps the only hardware store with a base of genuine devoted fans. Who maybe went a little too far in autumn 2022: overnight, letters disappeared from signboards at HORNBACH stores in locations from Prague to Amsterdam. The letters reappeared: in Twitch streams, as part of avant-garde art performances, in galleries, even as a boat in the canals of Amsterdam. But most of all, in community posts, on TikTok, and on Twitter. Resulting in a campaign that wasn’t just broadcast but created together. While fans debated the reasons for the missing letters – from a marketing stunt to corporate sabotage or a UFO abduction –a film appeared that shed light on the matter: with an almost 5-minute-long documentary, HORNBACH identified the crew of creatives behind the theft and portrays the movement they inadvertently started by claiming the values that they see reflected in everything the letters stand for: creativity, possibility, skills. And the belief that great projects can come from even the most unlikely material.

2023 Awards

Total Points: 3




HeimatTBWA\Germany / Berlin

Production Company

Kanu Film GmbH

Music / Sound Production Company

Loft Tonstudios Berlin GmbH / Berlin

Post Production Company

Slaughterhouse GmbH

Media Distribution Company


Chief Creative Officer

Guido Heffels
Matthias Storath


Danny Hiele


Tom Dream


David Kuruc

Lighting Designer

Filip Marek

Social Media Manager

Lena Peters
Jan-Paul Janssen

Account Director

Kay Bathe

Visual Effects

Bastian Friedrichs
Gunar Laube

Account Manager

Julia Brauer

Casefilm Editor

Marius Flucht



Digital artist

Steve Leonhardt

Extern Producers

Benno Schoppmann
Lutz Müller

Film Grading

Ramola Davies

Inhouse Producer

Kerstin Heffels

Management supervisor

Martina Thalhammer

Managing director

Tim Holtkoetter


René Zieger

Production Design

Martin Krejzlik


Guido Heffels
Tom Dream

Sound Production & Design

David Arnold


Benjamin Berlipp

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