Steel enamel bathroom solutions manufacturer Kaldewei has revealed that the photographer for its latest washbasins campaign is rockstar and photographer Bryan Adams. Taking the theme 'Natural Union', Adams used his photography to underline the importance of maintaining relationships as well as hygiene in these difficult times. His imagery shows how, by following simple hygiene routines, we are still able to join hands and come together with our loved ones.
Adams photographed the 2021 Ming and Miena washbasin collections in a Berlin studio, using the hands of six people of different genders, ages and backgrounds under running water to help get the message across.
"At first 'Natural Union' may seem at odds with the commandment of the hour for social distancing," said Adams. "But if we take our responsibility towards each other and our environment seriously, we can see we are closer than ever. We are all naturally connected and have a responsibility to look after each other and our planet – everyday actions such as washing your hands have never been more important.”