Hornbach: Project Germany, 1

Credits & Description:

Entrant: HEIMAT, Berlin
Brand: Hornbach
Corporate Name of Client: HORNBACH Baumarkt AG
Client Marketing Directors: Thomas Schnaitmann/Julia Ziegelmann
PR Company: Bureau N, Berlin
Agency Account Supervisor: Tim Holtkötter
Agency Account Manager: Franziska Lequen
Agency: HEIMAT, Berlin
Chief Creative Officer: Guido Heffels
Creative Directors: Guido Heffels/Teresa Jung
Copywriter: Marlon Fischer
Art Director: Felix Pfannmüller
Agency Producer: Kerstin Heffels
Photographer: Rüdiger Nehmzow
Design Coordination: Peter Cachola Schmal/Deutsches Architekturmuseum
Curator: Oliver Elser
Design Company: Something Fantastic, Berlin
Production Company: Partizan, Berlin
Producer: Moritz Merkel
Description of the Project:
In the light of the refugee crisis, the Federal Republic of Germany wanted to make a meaningful statement. And called on ... a DIY retailer.
A unique and exceptional cooperation began. HORNBACH, in collaboration with Germany’s Foreign Office, transformed the German Pavilion into a thought-provoking and iconic signal, with the project itself.
Project Germany:
A construction site, made to unite. Where craftsmen from every nation started their collaborative work, and created four additional entrances from all sides that invited everyone into the highly discussed and controversial building.
All showing the new state of mind of an entire nation, and giving an entire country a brand new image.