Geberit has been building shower toilets for 40 years. But most people don't know what it's for. Our mission: to show the world that Geberit AquaClean cleans the butt with water. But that's the thing about naked butts in advertising: they are censored. So how can we show a butt that's being cleaned with water without showing a butt?

With the "Handbutts" we found a visual twist to show a butt cleaning - without actually showing it. With these handbutts, Geberit can show the product benefit in a pictorial way for the first time.

The extended product range makes the AquaClean experience accessible to more and more people. This enlarged target group of 25-65 year-olds is keen to discover new things and is characterised by a high affinity for mobile and social media.

The aim is to raise awareness among this target group:

- Catch the attention of the target group

- Demonstrate the function of Geberit AquaClean

- Arouse awareness of the maximum hygiene feeling

- Visit the website for more in-depth information

Seeing so much naked skin in unfamiliar places like your social media feed is an absolute eyecatcher. The brain plays the appropriate trick: it is suggested that it is a bare bottom. The resolution follows through a zoom that reveals the butts to actually be hands washing themselves below a stream of water. And so the viewers then also take the message with them: Using a shower toilet is like washing your hands for your bottom.

In the main markets the engagement rate of 400% is massively higher than in other comparable Geberit campaigns, and a click-through rate of 200% and more than twice as many video views were achieved.

On the website, the campaign achieved a three times higher conversion rate.