The Hornbach Hammer won the Grand CUP at the 8th CUP

Creativity, Festivals & Awards

The 8th edition of The Cup unveiled its winners, with the jury led by Michael Conrad, President of the Berlin School of Creative Leadership, awarding The Grand CUP to Heimat Berlin for The Hornbach Hammer. Other 36 CUPs were also granted to the best and most creative Ads of 2014 that were present in the competition.

The winners were revealed durin a Gala held in Ljubljana, Slovenia.

The Grand CUP went to The Hornbach Hammer, campaign created by German agency Heimat for DIY superstores Hornbach. This chain of superstores doesn’t just sell products, but supplies passion for their customer’s DIY projects. To manifest this, Hornbach forged that passion for DIY into a product, a tool that’s mandatory for every DIYer, a hammer. The campaign represents the journey of the hammer, how it became a symbol, as well as the hype that followed.

Besides winning the Grand CUP, Heimat’s campaign also won Best of Retail, Best of Strategy and Best of Campaign. Creative pieces that were also multiple winners (going home with 3 or more accolades) were

  • Taproot India’s campaign for The Times of India – “Farmer suicide” – that won in Best of Social Engagements, Best of Press, Best of Craft and Best of Local Culture


  • Dentsu’s pregnancy diary that grows with the mother’s belly – “Mother Book” – awarded in Best of Health and Personal care, Best of Publication and Best of Design.

Overall the nine-member jury awarded 36 CUPs and 1 Grand CUP (in Best of Product and ServicesBest of Media and Best of Admaking)

Big cheers to all winners and a big bravo to the winner of the Grand Cup, underlining the merits of “Genius Loci” for brand building, from an engaging, compact, global jury.

Michael Conrad

Jury President