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It was one of the great mysteries of 2022: Overnight, letters began to disappear from the signboards of HORNBACH markets all over Europe. One by one letters reappeared in the most unexpected places – German Twitch streams, Czech poetry slams, even Swedish music videos. And fueled an impassioned debate all over the web: Was HORNBACH behind it? Or something even bigger? A documentary short eventually revealed the culprits: a gang of creative renegades, claiming the letters as symbols of creativity. Proven by a campaign that wasn’t just broadcast but shaped together with fans.
Creative team: Guido Heffels, Marlon Fischer, Luis Jähner, Christofer Kuemmerer, Christoph Laurisch, John Speer, Joaquin Aubele
Director: Tom Dream
Production: KANU
Postproduction: Sublime