Media is the message! Projected onto the façade of Berlin's largest ruin with giant spotlights, the message is ‘Finish it. Before it finishes you.’ – and that's the only reference to the TV campaign that's been running for two weeks. Although HORNBACH doesn't appear as the advertiser, the campaign is immediately associated with the company. This kind of close link between the medium and the message is not only unusual; it's also authentic and credible.

An experience with event character: concentrated, extraordinary, time-limited and artistically demanding. Without any media budget, it complements the TV campaign perfectly and reaches millions of people immediately and in subsequent press reports. Combined with the projection medium, the slogan hits the mark. Above-average awareness and high-quality contacts are the result.