Observed Signal · Sep 18, 2026 · Creative Campaign Launch · Source: The Drum · Impact: 1/5 · Sentiment: Positive
Creative Campaign Market: Hornbach Builds Working 35mm Camera from Hardware Store Supplies
Hornbach's new campaign, 'Built from Hardware Store Supplies,' showcases a series of films shot on a fully functional 35mm film camera constructed entirely from items sold in its stores. Created by HeimatTBWA\, the campaign includes two main films and a behind-the-scenes documentary. Five makers from Europe built the camera over seven days at a Hornbach store in Bucharest, using a magnifying glass for the lens, a cement mixer to drive the film, and a cut-open organic waste bin as a lens hood. The campaign aims to demonstrate the breadth of Hornbach's product range and celebrate the maker spirit, contrasting with AI-generated imagery. It was developed over 1.5 years following a decade-long idea period, timed with the #HornbachCamera project.
A notable creative campaign for a DIY retailer, but not a significant industry event for AdTech/MarTech. It showcases creative execution but lacks strategic, technological, or business impact on the broader advertising technology landscape.
Key Takeaways & Evidence Grounding
- Hornbach and HeimatTBWA\ built a working 35mm film camera entirely from hardware-store products.
- The camera was constructed by five European makers in seven days at a Hornbach store in Bucharest.
- The lens was a magnifying glass; a cement mixer drove the film.
- The campaign includes two films and a behind-the-scenes documentary.
- Guido Heffels, CCO at Hornbach, had the idea for 10 years before execution.
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