Observed Signal · Sep 18, 2026 · Creative Campaign Launch · Source: The Drum · Impact: 1/5 · Sentiment: Positive
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.
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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.
Connected Companies & Entities
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Related Market Signals & Shifts
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Maybaum Film Produces Hallenbarter's 100th Anniversary Film
Hallenbarter AG commissioned an image film and six portrait films to mark its 100th anniversary. The communication theme, developed with agency Egger Next, is «Jeder lebt Holz anders» (Everyone experiences wood differently). Production company Maybaum Film created six personal portraits and the new corporate image film focused on authenticity and local ties rather than traditional corporate messaging. Laurent Ulrich (Maybaum Film), Barbara Jenni (Egger Next) and Hallenbarter CEO Stephan Zuber are quoted about prioritizing people’s stories and the company’s long-term mission. The portraits are designed to work both as standalone testimonials and together as a complete image film. Production credits are listed in the article.
Hornbach launches national no-discount campaign
Hornbach has launched a national marketing campaign centered on its permanent low-price guarantee and the retailer's brand DNA, emphasizing why it does not offer traditional discounts. The campaign is visible on posters in public spaces (notably in Frankfurt) and uses striking colours and text to draw attention. The article was published on Horizont.net by Michael Reidel on August 26, 2026.
FH Graubünden Students Produce Films for Werz
Students from the University of Applied Sciences Graubünden (FHGR) produced two short films for German motorhome builder Werz Wohnmobile GmbH as part of the Major “Branded Motion” in the Bachelor of Science in Media Engineering. The project was run in collaboration with the Bern University of Applied Sciences (BFH); Werz provided a winter-ready Werz Magnum 5.1 as the central prop and learning object. Under the direction of Marc Lutz and with a supervision team that included David Fischer (Scholz & Friends Zürich), students handled the full production process. The resulting films are titled “Werz – Momente, die bleiben.” and “Werz – Extremer Komfort.” Werz Wohnmobile’s owner and CEO is Ernst Thielicke.
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