A Russian tank transformed into 7,000 hammers.
The narrative –from tank to hammer– required a strong focus on digital storytelling. The hype was huge, and all hammers sold out via facebook before the traditional campaign even began.
The last 700 hammers were sold in a series of special events under extreme conditions. Hornbach Hammer is now a permanent piece in the “Museum der Dinge” (Museum of Oddities) in Berlin.