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Design
Experiential Marketing

Finalist

Entrant: HEIMAT, Berlin
Hornbach - "Project Germany"

Corporate Name of Client: HORNBACH Baumarkt AG

Client Marketing Directors: Thomas Schnaitmann/Julia Ziegelmann

Agency Account Manager: Franziska Lequen

Agency Account Supervisor: Tim Holtkötter

PR Company: Bureau N, Berlin

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

Production Company: Partizan, Berlin

Director: Jan Hendrik Becker

Executive Producer: Moritz Merkel

Producer: Swenja Babucke

Director of Photography: Steffen Hammerich

Photographer: Rüdiger Nehmzow

Curator: Oliver Elser

Additional Camera: Jonas Schubert/Enno Heffels

Design Company: Something Fantastic (Pavillon Design), Berlin

Pavillon Design Designer: Charlotte Schönberger

Designers: Elena Schütz/Julian Schubert/Leonard Streich/Julius Fischötter/
    Marius Helten/Ruben Bernegger

Design Coordination: Peter Cachola Schmal/Deutsches Architektur Museum


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 which invited everyone into the highly discussed and controversial building. Showing the new state of mind of an entire nation. And giving an entire country a brand new image.