With the specially developed Pride claim and the uniquely implemented design 'Proud op Kölle,' the hardware store clearly positions itself against any form of discrimination and makes it clear: DIY knows no boundaries but sees itself as an expression of diversity and individuality. Together with the creative agency Zum goldenen Hirschen, OBI is sending a clear signal for diversity and showing its colors – in all OBI stores, in downtown Cologne, in the 'OBI MachBar,' as well as at the CSD (Christopher Street Day)
OBI sees itself as a committed partner for an open society. This stance is demonstrated by the hardware store, one of the leading addresses for DIY in Germany and Europe, in various initiatives. With the ‘Proud op Kölle’ flag, OBI is currently making the vibrant colors of the city of Cologne, in addition to the company’s location in Wermelskirchen, OBI’s second home, even more visible.
“Pride is an important topic for us. In recent years, OBI has already made a statement in the Pride context, presenting itself as a cosmopolitan brand committed to its location. For us, it’s clear: DIY knows no boundaries. DIY connects and makes no distinctions regarding age, origin, gender and sexual identity, religion, or worldview. We believe in community, want to support people in their development, and take responsibility for making this socially relevant field even more visible – achieving this goal as OBI with joy makes us PROUD!” says Christian von Hegel, Senior Vice President Brand & Communication at OBI.”
Let’s get ready for pride!
Even the DIY program at the OBI MachBar is getting colorful. The experiential workshop in downtown Cologne was launched by the hardware store in collaboration with Zum goldenen Hirschen in 2022. Here, participants can get creative themselves with monthly changing DIY workshops and events. For Pride, the OBI MachBar invites everyone to celebrate diversity with colorful projects.
The highlight is the participation in the CSD Parade on July 9th in Cologne. OBI shows its colors at the demonstration with its own float and a walking group. In line with the message, Zum goldenen Hirschen has branded the truck in ‘Proud op Kölle’ design. The CSD demo, along with the street festival, is the highlight of Cologne Pride and, with around 1.4 million visitors, the largest demonstration of its kind. Jakob Szroborz, Managing Director at Zum goldenen Hirschen Cologne 43, says: ‘We are very pleased to accompany such a relevant societal topic in communication together with OBI and to give DIY a completely new context with Pride. It makes us even prouder to share the same values and stance as Hirschen.
Bronze at the Effie Award for Generation ZOLL
The success story continues! Our recruiting campaign for the General Customs Directorate has won the prestigious #Effie Award. Together with the customs, we are not only collecting awards but also rewriting the handbook for employer branding!
On a sustainability course with the Impact Navigator
Sustainability made easy: The Hirschen Group companies 365 Sherpas, VORN, and Zum goldenen Hirschen establish the One-Stop-Shop 'nvgtrs.' As skilled navigators, the 14 experts provide comprehensive advice to companies in all areas of sustainability
ZgH Attract: Hirschen establishes a label for employer branding
Attractive employer brands attract talents. Ensuring this is the mission of ZgH Attract - a new label under which the agency Zum goldenen Hirschen consolidates its expertise in the field of employer branding."
3 submissions, 3 awards. We are BEST AGENCY!
Last night at the Best Agency Awards ceremony, Henrik Bunzendahl, Jost Köllner and Jens Kurznack each received an award. But considering the campaigns, it's no wonder.
Production Label „ZgH Studio" launched
ZgH Studio ensures maximum impact of video content with integrated production teams. The new Hirschen label, built on the experience of working for the client OBI, has proven itself, established, and evolved continuously over the years. As part of the Zum goldenen Hirschen family, this knowledge is now also available to other clients.
We are nominated! German Sustainability Award 2023.
As one of the 10 agencies, Zum goldenen Hirschen has been selected for the next round in the most prestigious sustainability award – in the advertising and PR category.
"Who, if not here?" - Campaign for the BMWK
The Hirschen Group location in Berlin, along with its subsidiaries Zum goldenen Hirschen and ressourcenmangel, has once again been awarded the contract by the Federal Ministry for Economic Affairs and Climate Action (BMWK). Over the next four years, they will be responsible for communication services to support public relations.
German Brand Award: OBI wins three times
Since 2018, Zum goldenen Hirschen Cologne 43 has been the full-service lead agency, and OBI has been on a common path. Repeated accolades, awards, and victories underscore the effective collaboration. Most recently, in 2021, the jointly developed campaign 'Mach mal mit OBI' was honored.