Hornbach got the ball rolling with Dadaist live performances that pre-launched the DIY phrase and core of the promotion: 'make it your project'. We then brought its appeal to take on your own DIY project to a broader audience by launching various TVCs. The virus spread.

When the text was published in the press, it even turned the heads of some cultural editors and into mainstream media. The campaign climaxed with a European competition that challenged participants to take on all sorts of DIY projects, from the absolutely necessary, to inner city cow fields, to forests of roof rafters.

The promotion made Hornbach part of the pop culture. When the text was published in the press, it even turned the heads of cultural editors. Hundreds of variations of the theme went on air and on the web. Media coverage reached an equivalent of ca. 3 Mio Euros.

More than 1000 detailed, specified and honest DIY projects were entered into the competition.Sales shortly after the initial phase of the promotion went up by 18%.Still now, 6 months after the campaign, at first glance, the Dadaistic copy is still cited in the media.