Hettich announced its latest digital activation, the AI-powered “Roast The Room” campaign. Merging humor with interior design, this campaign taps into the widely popular trend of “roasting” and adds a twist by inviting fans to poke fun at AI-generated images of cluttered rooms—without any Hettich products in sight.

The campaign, happening on Instagram,  presents four messy spaces—living, kitchen, bedroom, and vanity room—prompting fans to roast the chaos. The contest ends on 4^th of November and has been running successfully ever since it started on 25^th of October. To add fuel to the roast they have on-boarded influencers to take this exciting activity to new follower bases. 

In a playful response to fan roast, Hettich will use/have used generative AI to transform the rooms, incorporating its products to uplift each space. The revamped rooms will be/have been revealed through timeline videos showcasing how the magic of Hettich makes a huge difference. Again, the influencers will amplify/have amplified the impact by creating commentary videos about the transformations, seamlessly highlighting Hettich’s offerings.

With “Roast The Room,” Hettich harnesses AI-driven creativity to deliver an innovative, user-driven campaign, bringing levity to interior design while sparking engagement and connecting fans with the brand in a fresh, entertaining way.

The campaign is also aimed at creating awareness about Hettich’s free design service.