The DIY Home improvement chain store HORNBACH built a monument to appreciate the worn-out, filthy work clothes of its customers. The OOH was in form of a 100-meter town fence at the only worthy location, the city´s biggest construction site in Downtown Berlin. This OOH exhibition was the grand final of the campaign. On the fences surrounding the Berlin City Palace construction site, the OOH was complemented by additional print adverts.

In order to really connect with the customers and create a relatable insight, HORNBACH decided to use one thing all DIYers have in common: the sweaty, worn out, dirty work clothes. Honouring them with a sew-on label carrying the name HERZBLUT (which can be translated as ‚commitment’ or ‚passion’). The OOH exhibition was the grand final of the campaign.