| 标题 | Project Germany |
| Brief | The German Pavilion at the Venice Biennale is a notoriously austere building created during the Nazi era. But times have radically changed – and during the refugee crisis Germany proved that it is one of the world’s most open countries. To capture this spirit, home improvements retailer Hornbach went to work on the pavilion, literally opening it up and letting the light flood in. The facelift took place under a Hornbach banner, even though advertising at the biennale is normally forbidden. Intriguing social media posts captured the work in progress. On May 27, all was revealed: a pavilion open to everyone. |
| 广告公司 | HeimatTBWA\ |
| 广告战役 | Project Germany |
| 广告主 | Hornbach. Bau- & Gartenmärkte |
| 品牌 | Hornbach DIY Home Improvements Superstores |
| Posted | 11月 2016 |
| 行业领域 | 杂货店、专卖店 |
| 剧情简介 | 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. |
| 媒体类别 | 案例研究 |
| 首席创意官 | Guido Heffels |
| 创意总监 | Teresa Jung |
| 美术指导 | Felix Pfannmüller |
| 文案 | Marlon Fischer |
| 客户主管 | Tim Holtkötter |
| 客户经理 | Franziska Lequen |
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