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hansgrohe Celebrates the Colorful Diversity of the Family with New Brand Campaign

Bathroom Design that Follows Life with all its Facets
Schiltach, April 2021. We live in patchwork families, in same-sex relationships, with or without children, as single parents or with our best friends as a family. The traditional understanding of the family no longer corresponds to the practice of life today. As varied as these realities are, so too is the design of our everyday lives. But despite all the differences, we have one thing in common: we start and end the day in the bathroom. Whether it is in a small rented apartment in the city, in a shared apartment with friends, or in our own home, the bathroom is a place of retreat for all of us. The premium brand’s international campaign emotionally fills this place with life through realistic storytelling and authentic imagery in various videos and images. Because it is the place where real life happens every day. With this lead campaign, hansgrohe puts people, diversity and individuality at the center of bathroom design in various bathroom planning scenarios, styles and functions of the washing area.

Flexibility for all of Life`s Circumstances

In six storylines, the campaign looks behind the scenes of various everyday situations in the bathroom and portrays a wide variety of characters in their own little life realities. The campaign shows a young family facing up to the chaos of the morning and working together to get the day off to a good start. Additionally, two young teens are dancing through the bathroom in a particularly exuberant mood, getting dressed up for an exciting evening. The bathroom is also a place where different generations meet: A grandmother smiles gratefully as her grandson dyes her hair, and a single mum shows her son how to shave. "I associate hansgrohe with unforgettable experiences and emotions around people and their daily routines with water. With the new campaign #CreateAsYouAre, I am happy that we are putting diversity and the individual lifestyle at the center of the bathroom. For bathroom design as colorful as life itself", says Marc André Palm, Head of Global Brand Marketing at hansgrohe. Starting in the bathroom - we also arm ourselves for the most diverse challenges. In the campaign, for example, the cycling pros of the BORA - hansgrohe team also support each other like brothers in preparing for a race.

With a simultaneous roll-out in almost 40 countries, the lead campaign is hansgrohe's largest international brand campaign to date. Aimed at reinforcing the importance of diversity and multifaceted variety, and also the brand's new strategic direction, it includes activations at the point of sale, as well as, hansgrohe's international websites and all of its own (social media) channels, in addition to the emotional trailer and visuals. The 360-degree campaign was conceived and implemented in cooperation with the RAPP agency, based in Berlin, Germany.

About hansgrohe

hansgrohe stands for innovative solutions for kitchens and bathrooms that combine intelligent functionality, outstanding design, and enduring quality. With its many award-winning products, the brand steeped in tradition, shapes the flow of water in the kitchen and the bathroom. Together with long-time design partners PHOENIX Design, Smart Living applications are also part of the brand’s portfolio, focusing on enriching people’s everyday lives and offering them more functionality and safety in their homes. Within the internationally active Hansgrohe Group, the premium brand hansgrohe manufactures, markets and distributes showers, shower systems, bathroom and kitchen faucets, and kitchen sinks.

​​​​​​​hansgrohe. Meet the beauty of water.


Laura Gutekunst
Manager International Corporate Communications, Global PR hansgrohe