Most people own at least one hammer, it’s THE symbol for DIY. That’s why, Germanys leading DIY superstore, Hornbach, used it for a very special promotion campaign in the summer of 2013. It started in december 2012 with an old Soviet tank. Over the next months, it was transformed into a product that communicated what Hornbach is all about, passion for home improvement projects, mixed with a fair share of madness. The unique story from tank to hammer was revealed on the Hornbach Facebook page and the hammer quickly became highly demanded. The online presale of the hammer proved this, 150 hammers gone in less than 20 minutes. A few days later it hit the shelves. In only three days, the hammer was completely sold out. The campaign seemed to be over, then, Hornbach announced the last 700 hammers. The Hornbach Facebook page provided details on 12 exotic places where the last 700 hammers would be sold. Including a heavy metal festival, a ferry on the baltic sea and a sex shop in a red light district.