"The HORNBACH Hammer"

"Swords to ploughshares."
This was perhaps the only time that my partner, Kai Abd El-Salam, and I drew our inspiration from the Bible. The basic idea was simple: Instead of creating a regular campaign, HORNBACH would produce the awesomest tool ever – a hammer forged from a real tank.
The hype would take care of the rest.

Approval and execution were a bit trickier. That's why this idea was realized much later, after I had already moved to another agency.

So, massive props to everyone else for everything else:
Kai Heuser, Mirjam Kundt, Gün Aydemir, Katja Gottfried, Sabina Hesse, Matei Curtasu, Susanna Fill, Teresa Jung, Martijn Koster, Christopher Brinkmann, Kenzi Benabdallah, Jared Leistner, Maria Botsch, Christoph Bruns, Benedikt Gansczyk