Impact

Launching a project to democratize art with Chinese activist Ai Weiwei

Chinese artist Ai Weiwei joined the German home improvement store HORNBACH for a unique collaboration - an artwork that anyone can recreate titled Safety Jackets Zipped the Other Way. We assisted in the launch and spread the message that art belongs to everybody.

The HORNBACH brand has always stood for enabling its customers to create great things with creativity and their bare hands. In 2020, the DIY store chain, together with Heimat Berlin and Neutral Zurich, brought this brand promise to life in spectacular fashion: by presenting a genuine art piece by world-famous Chinese artist Ai Weiwei that anyone can build at home – with instructions and materials from HORNBACH, of course.

As Ai Weiwei states: “Everybody can be an artist or has the opportunity or ability to make art” and this was a message we were proud to craft and across international media; in the ad and art world and beyond. 

The results 

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