Y&R Group Switzerland lets Geberit butt shower talk plain language

Y&R Group Switzerland prevailed in an international pitch and is pleased to count Geberit AquaClean among its customers for the tenth year now. Geberit is the European market leader in sanitary technology and has been developing and producing shower toilets for over 40 years.

"A WC is inherently a low-interest product, and many people don't even know yet that they need a shower WC. So we have to attractively advertise a product that many don't even know yet, or whose advantages most are not yet aware of," says Margit Harsch, Head Geberit AquaClean, about the challenge. "What convinced us about the Y&R Group Switzerland concept was the flexibility, the witticism, the message we wanted to send and, above all, the closeness to the product and the people."

The idea behind the campaign is based on a refreshing insight: cleanliness gives you self-confidence. People who use Geberit AquaClean feel as if they have had a fresh shower all day long and radiate confidence and attractiveness. This is precisely what the campaign shows with twelve different people who confidently take a seat on a shower toilet and make pointed statements about it. The aim is to position Geberit AquaClean as a natural lifestyle product. As natural as taking a shower every day.

The campaign comprises moving images, ads, posters, POP and online measures and can be seen immediately in 15 international markets. To ensure that the communication hits the right note in each market, the campaign is modular. Different statements can be combined for each of the twelve testimonials - from educational to provocative.

Swiss portrait and fashion photographer Marco Grob is responsible for the photography and filming. The visual design is based on the Geberit Group's new CI/CD.

Responsible at Geberit International: Martin Baumüller (Head of Group Division Marketing & Brands); Margit Harsch (Head Geberit AquaClean), Susanne Wyss (Marketing Campaign Manager Geberit AquaClean), Sylvia Petrick (Marketing Communications Manager Geberit AquaClean.), Tanja Hug (Marketing Communications Manager Geberit AquaClean), Brigitte Selden (Social Media Manager / Editor Geberit AquaClean). Responsible at Y&R Group Switzerland: Advico Y&R: Markus Gut (CCO), Julia Brandstätter (Concept/Text), Michael Gallmann (Concept/AD), Linda Solanki (Text), Diana Zberg, Konstantinos Gkikas (Graphics), Urs Krucker, Lukas Diem (Strategy), Julie Macé, Corinna Conti, Kerstin Schnyder (Consulting), Elias Zurbuchen (DTP), Rafael Tucev (Programming). Film production: EQAL Visual Productions: Lea Rindlisbacher, Annette Hoffmann (Producer), Marco Grob (Photography & Direction), James Henry (DOP), Philipp Junker (Styling); Amp (Music).