Roca challenges Chinese mindset

Shanghai - DDB China has kicked off its first campaign since landing Roca's account last December to promote the Spanish sanitary company's Khroma series.

The objective of the campaign is to change how Chinese people think about bathrooms and everyday hygiene, targeting pleasure seekers preferring contemporary European style.

Ferran Vilaclara, managing director for Roca China said people do not associate the bathroom with a place to enjoy leisurely time.

"Sanitary ware fulfils basic hygiene functions and traditional bathroom behaviour in China is essentially "get in and get out."

Richard Tin, business director at DDB Shanghai said the creative rationale for the campaign is to "transform water from clinical cleansing to sensual sensation".

The campaign will run till September in China, Hong Kong and Taiwan that includes TVCs, print, outdoor and brochure.