| Title | SMART HEADS |
| Brand | HANSGROHE SE |
| Product/Service | SHOWERHEADS |
| Category |
A02. DIMENSIONAL MAILING |
|
Entrant Company
|
KOLLE REBBE Hamburg, GERMANY
|
|
Advertising Agency
|
KOLLE REBBE Hamburg, GERMANY
|
Credits
| Sascha Hanke |
Kolle Rebbe Gmbh |
Executive Creative Director |
| Heiko Schmidt |
Kolle Rebbe Gmbh |
Unit Creative Director |
| Kay Eichner |
Kolle Rebbe Gmbh |
Unit Creative Director |
| Amelie Pamp |
Kolle Rebbe Gmbh |
Account Manager |
| Kira Middendorf |
Kolle Rebbe Gmbh |
Account Management |
| Anna Hiemann |
Kolle Rebbe Gmbh |
Art Director |
| Julia Meissner |
Kolle Rebbe Gmbh |
Copywriter |
| Bey/Bey Chen/Rönz |
Kolle Rebbe Gmbh |
Agency Producer |
| Ulf Schütze |
Kolle Rebbe Gmbh |
Production Manager |
| Wibke Damm |
Kolle Rebbe Gmbh |
Final Artwork |
| Katja Sluyter |
Kolle Rebbe Gmbh |
Art Buying |
| Frank Stöckel |
Lila Management |
Photographer |
| Acki Heldens |
Tempomedia Filmproduktion Gmbh |
Producer |
| Kevin Gosse |
Tempomedia Filmproduktion Gmbh |
Director |
| Patrice Lange |
Tempomedia Filmproduktion Gmbh |
Director Of Photography/Lighting |
| Cornelius Lohmann |
Tempomedia Filmproduktion Gmbh |
Assistant To Dop |
|
Harvest Digital Agriculture Gmbh |
Post Production |
| Peter Hoppe |
|
Music |
| Bernd Batke |
|
Music |
The Brief
Since 1901, German company Hansgrohe has been revolutionising the world of shower, furnishing its impressive intelligent products with the latest technology, intuitive controls, maximum sustainability and excellent design.In 2013, Hansgrohe presented the smartest shower head ever: The Raindance Select 150 EcoSmart. The task was to acquaint the firm's business partners with this shower head using a press release that grabbed their attention and demonstrated just how smart the shower heads from Hansgrohe are.
Creative Execution
Most direct mailings get little attention. No wonder, they’re usually boring. So we had to make it clear at first glance just how intelligent the shower heads from Hansgrohe are. So we used an entirely new medium: the packaging itself! We gave the shower heads faces of other intelligent minds from our time like visionaries, masters and inventors – of smart heads. Hansgrohe surprised its business partners and customers not only with a smart shower head, but also with an intelligent mailing idea that grabs people's attention and keeps it.
Describe the creative solution to the brief/objective.
How can one show at first glance just how smart a product is? Simple. We completely overhauled the package design of the Raindance Select 150 Eco Smart and gave it a face.
Results
The reactions to the Smart Heads were overwhelming! Hansgrohe received numerous calls and e- mails and Smart Heads made Hansgrohe a long-term market leader for intelligent shower heads. Demand for a higher print run of the original packaging lead Hansgrohe to consider producing the Smart Heads packaging for retailers too.