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.
Category
Craft / Storytelling
Annual ID
OS23_IG055M
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
Merit
Credits
Agency
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
MEDIAPLUS GERMANY / München
Copywriter
Guido Heffels
John-Conrad Speer
Luis Jähner
Chief Creative Officer
Guido Heffels
Matthias Storath
Cinematographer
Danny Hiele
Creative Director
Luis Jähner
Christopher Kümmerer
Guido Heffels
Director
Tom Dream
Editor
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
CASTING
DeeBeephunky
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
Photography
René Zieger
Production Design
Martin Krejzlik
Script
Guido Heffels
Tom Dream
Sound Production & Design
David Arnold
Strategy
Benjamin Berlipp
Related Awards
