Neutral is a communications, identity and thought leadership agency servicing brands, companies, institutions and cities. We have been a partner of strategic and creative transformation in economy, culture and retail since 2001. It is our dedication to support you in raising your stature and becoming more meaningful, visible and influential.
We are a pioneer in leveraging architecture, art, design and science to make your mission more engaging.
Art for everbody: build your own Ai Weiwei.
«It’s one of those campaigns that will set standards in German advertising.» Horizont
HORNBACH is Europe’s fifth largest DIY and garden store. Since 2010, the bricks-and-mortar business has been completed by the online shop. HORNBACH has positioned itself as expert partner for challenging DIY projects by its clients.
Neutral approached HORNBACH with the idea to reach out to new audiences with an extraordinary project: A work of art by a globally influential artist that anyone can build themselves with material bought at the DIY store. Artist Ai Weiwei immediately loved the idea of public art and in an intense process involving 5 prototypes created a proposal for HORNBACH. Safety Jackets Zipped the Other Way was the chosen option. It has museum format. A manual demonstrates how it is built. The result is an original Ai Weiwei.
In a collaborative effort HORNBACH’s agency Heimat Berlin and Neutral Zürich are responsible for implementation and communication of this project.
European press launch 11th February, Studio Ai Weiwei Berlin. Campaign: Documentary, TVC, billboards, social media.