toom / Scholz & Friends / 2025
toom, one of Germany’s largest DIY retailers with the iconic claim “Respect for doing it yourself”, turned a simple promotion of its affordable DIY tools into a powerful stand against right-wing extremism. At a time when Nazi symbols are once again defacing public spaces, toom honored 80-year-old activist and peace prize winner Irmela Mensah-Schramm, who has spent decades removing messages of hate.
In a series of documentary-style films and striking posters, Irmela uses everyday DIY products – scraping Nazi stickers with a €2.59 scraper, scrubbing swastikas with a €3.79 brush, and spraying red hearts over hate symbols. Broadcast on TV, amplified on social media, and displayed in outdoor media, the campaign sparked nationwide and international debate, earning praise as a bold and hopeful call to action in troubled times.
By simply showcasing its tools, toom proved that even the most ordinary items can become quiet instruments of resistance – by doing it yourself.
Personal note – As Art Director on this project, I was responsible for bringing Irmela’s courageous work to life. Meeting and working with a woman who has dedicated her entire life to fighting hate was deeply inspiring. And I also admire that toom had the courage to turn a simple product campaign into such a powerful stand for democratic values.
