HORNBACH is dedicating its own slogan – the mantra of all do-it-yourselfers, “There is always a job to be done” – to the biggest project of all: the world we live in. And it’s committing all its media presence to the cause – voicing the values that bring people together and have always been a matter of course in the DIY world: solidarity and equality that go beyond national and religious differences.

Display advertisements and social media channels are inviting DIY fans around the world to join the „Global Flag Project“: A flag is being hoisted, translated into the world’s languages and sent to them. A visible affirmation of these values during their projects.

The idea of “flying the flag” was taken literally in a Europe-wide TV commercial, print and billboard campaign. „There is always a job to be done." was presented in stylised flag layouts. They were displayed on building sites in the form of giant posters, which were photographed for use in the print campaign, while individual flags were grace hoardings and banners. The campaign ended with the “The Global Flag Project“.

There we invited fans and DIYer to get their own flags to hoist and take a picture with them. The pictures were then uploaded on a microsite to send a clear signal of collaboration and affilation.

Within the campaign we generated a positive PR value of 17.525.219 € (print, tvc, out-of-home, online banner). We reached out to 12.633.322 users in total on social media. Flags were send to over 6 continents and 69 countries and were hoisted within 122 projects. 6.171.693 users directly interacted with our and our user generated content. Due to the high share factor of the unsaleable flags the reach of social-media-posts rose about 355%. 1.550.497 users visited our microsite during the campaign period.