The statistical evaluation of more than 600 hours of surveillance footage in HORNBACH stores showed that 36,7% of HORNBACH clients suffer from hair loss.

We wanted to pay tribute to this well-known phenomenon and underestimated hair style of DIY-enthusiasts.

A man in the middle of a crowd raises his voice. In moving words he is praising his pattern baldness addressing it as a ‚Heldenkranz’ – a crown of glory – that grows just on the wisest, bravest and most experienced men. The crowd surrounding him echoes his words like a sermon, in the end tipping their bald top in a proud and iconic move to the world.

In its TV spot, HORNBACH calls on the "affected" men to wear their Crown Of Glory with pride. And to front this insane world head on with their widening crown. In addition, online and social media were used extensively to activate the campaign, which included compiling user content that was displayed on the daily #Heldenkranz tagboard. Within a week #Heldenkranz became one of the top twitter trends in Germany and the name became part of general German linguistic use.