| Título | 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. |
| Agencia | HeimatTBWA\ |
| Campaña | Project Germany |
| Anunciante | Hornbach. Bau- & Gartenmärkte |
| Marca | Hornbach DIY Home Improvements Superstores |
| Posted | Noviembre 2016 |
| Sector Empresarial | Comercios de proximidad, tiendas especializadas |
| Sinopsis | 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. |
| Medio | Case Study |
| Responsable de la creación | Guido Heffels |
| Director creativo | Teresa Jung |
| Director artístico | Felix Pfannmüller |
| Responsable de conceptos / redactor | Marlon Fischer |
| Jefe de cuentas | Tim Holtkötter |
| Responsable de cuentas de agencia | Franziska Lequen |
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