The main function of the Geberit AquaClean and thus the advantage of the shower toilet is to be shown. Quite directly and without the usual ado. But advertising is subject to certain guidelines. Naked butts should not really be shown. In digital media, they are even immediately censored by the algorithm. So how can you show butts without showing butts?
‘Handbutts’ Shows You How To Use a Shower Toilet
Humorous campaign demonstrates how the Geberit AquaClean shower toilet works – without showing its ‘cheeky’ parts
Challenge
Inspiration
When hands are placed together in a certain way, they become an amazingly real-looking naked butt in a certain section of the picture. With these so-called handbutts, Geberit can show the product benefit in a pictorial way for the first time: A butt (which is not a butt) is cleaned by a jet of water.
Idea
Seeing so much naked skin in a wide variety of advertising materials or the SoMe timeline is an absolute "wallbreaker". The brain plays the appropriate trick on the viewers: It is automatically suggested that it is a naked butt, which is of course all the more striking.
But the resolution follows immediately by zooming out of the image, which reveals the butts as hands washing themselves under a jet of water. And thus the advertisement also has the full attention of the viewers, who then also take the message with them: Using a shower toilet from Geberit is like washing your hands for your bottom.
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Récompenses
2022 One Show
Direct Marketing: Social Media Post - Series
Merit
2022 One Show
Social Media: Craft - Use of Visuals
Merit
2022 One Show
Interactive, Online & Mobile: Innovation in Interactive, Online, & Mobile
Shortlist
2022 One Show
Out of Home: Dynamic Billboards & Transit
Shortlist
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