Hettich’s Roast The Room: Where Clutter Meets Comedy and AI

Hettich has unveiled its latest digital activation, the AI-powered "Roast The Room" campaign. This initiative blends humour with interior design by inviting fans to critique AI-generated images of cluttered spaces—without any Hettich products in view.

Running on Instagram, the campaign showcases four disordered areas—living room, kitchen, bedroom, and vanity room—encouraging fans to roast the chaos. Launched on 25th October, the contest will conclude on 4th November and has successfully engaged users since its inception. Influencers have been brought on board to extend the campaign's reach to new audiences.

In response to fan critiques, Hettich will employ generative AI to transform the rooms, integrating its products to enhance each space. These revamped rooms will be revealed through timeline videos that illustrate how Hettich’s solutions can significantly improve interiors. Influencers will create commentary videos on these transformations, subtly showcasing Hettich’s offerings.

With "Roast The Room," Hettich utilises AI-driven creativity to deliver an innovative, user-focused campaign, bringing a light-hearted touch to interior design while fostering engagement and connecting fans with the brand. The initiative also aims to increase awareness of Hettich's complimentary design service.