Du baust, was zählt
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
With the core message “You build what matters,” we reimagined a classic appreciation campaign: not heroic, but self-deprecating. We consciously used this strong statement to shift the attention from inflating our own importance to celebrating those who build, maintain, and improve our world every day. Our courage to embrace self-irony, the cultural references, and the consistent social-first approach ensured that the campaign resonated far beyond the B2B sector – organically, authentically, and with real impact. A campaign for all the pros out there.
The Jury‘s Statement
In the B2B environment, appreciation is often staged in a pathetically elevated way. With "Du baust, was zählt" ("You build what matters"), Hilti takes a different route and anchors the brand in the target group's everyday reality through self-irony, cultural references and a clear stance. The social-first logic shapes tone of voice, dramaturgy and rollout across all touchpoints. This creates communication that does not feel contrived in its recognition, but reaches beyond specialist audiences and gives the brand cultural presence.
