HORNBACH is always searching for new ways to anticipate social developments and transform them into stories. At a time when art is only reserved for an elite circle, HORNBACH is democratizing the art market with a work of art which is not only reserved for highest bidders and art collectors in the world. Simultaneously it shows that with HORNBACH and its huge range of material you can do more than renovating the attic, lay tiles and paint the walls.

In the beginning of 2020, HORNBACH is launching a unique project together with Chinese concept artist Ai Weiwei. He is publishing a work of art consisting solely of materials available in every HORNBACH product range. And thereby it is available for everybody, for the price of the materials alone. A genuine Ai Weiwei, which is suitable for reproduction with the help of an instruction including a certificate of authenticity. As an alternative to an unleashed art market, "Safety Jackets Zipped the other Way" brings art back to where it belongs: into people's hands.

A lot has changed in the art world: Art is now only seen by those who offer the highest bid. A million dollar business that has lost its touch with the general public. Yet modern art is mostly made of simple building materials. Materials such as those found at HORNBACH. This is why the DIY store launched a one of a kind experiment at the beginning of 2020. Thereby HORNBACH calls on the customers’ will and participation while using the range of a HORNBACH store. To no longer make art accessible only to those who can buy it with a lot of money, so HORNBACH collaborated with with Ai Weiwei, an influental chinese artist.

"Safety Jackets Zipped the Other Way" is a work of art that can be created by anyone, out of materials available in every HORNBACH product range. And thereby it is available for everybody, for the price of the materials alone. It does not require a lot of money, but just a little talent. That's why the campaign invites people to build a real Ai Weiwei for their homes and enables them to do so across all channels: a lovingly designed instruction which can be bought as a book or downloaded from the campaign microsite. The work of an artist that is otherwise priceless and reserved only for the largest museums in the world, made to reproduce. To democratize the art market. HORNBACH brings art back to where it belongs: into people's hands.

In terms of earned media reach, "Safety Jacket Zipped the Other Way" is an outstanding success. Over 100 reports in the national, international press generated about 87.3 million contacts. The campaign achieves a media equivalent value of 3.2 million euro – 42 times higher than the used media budget. With the accompanying documentary, we hit a nerve in our target group. Despite its length of 3:32min., the pre-roll achieves a remarkable viewing rate of 95% - an increase of 8 percentage points compared to previous campaigns and three times higher than the YouTube benchmark (25%). The message is awakening the DIY spirit of our target group. This can be seen especially in the significant increase in sales. The safety jackets see a 4950% increase. The accompanying book, incl. building instructions, is completely sold out within a week. In the following three weeks, 80% of all three language editions are sold.