For the European Football Championship, the German DIY superstore HORNBACH wanted to celebrate real heroes, its core customer group of devoted craftsmen. To honor them, we created a new word: Heldenkranz. Translating to 'Crown of Glory,' it redefines male hair loss as a visual symbol of experience and mastery. As a result, our campaign became one of the most widely shared during UEFA Euro 2016 in Germany. Our neologism ‘Heldenkranz’ even entered everyday language.