Mysterious videos are circulating on the internet in which several “thieves” steal letters from the lettering on the facades of Hornbach stores in night and fog operations, sparing no effort. At the same time, HORNBACH appealed via its digital channels and radio spots for further tips on the missing letters to be sent by e–mail to firstname.lastname@example.org. More than one and a half decades after the legendary Ron Hammer action (2006), we wanted to make as many people as possible curious again. This time was about what could be behind the dubious letter search.
As the internet erupted with memes and speculation, a “documentary” revealed the culprits: a gang of creative renegades who see the letters as symbols of creativity. With more than 600 million impressions, countless memes, TikToks and leads from fans, HORNBACH developed a campaign that wasn’t just broadcast, but co–created with the public.