HILTI Group

How does an apprentice’s day at HILTI begin? With waking up, getting up, brushing teeth. Except that nobody here reaches for the toothbrush themselves.

In a teenager’s room full of technology, robotic arms take over the morning routine: one brushes the teeth, another combs the hair. The apprentice himself is behind it all. You could call that laziness. At HILTI they call it a creative solution.

That is exactly what the apprenticeship is about: young people should learn to think for themselves and find their own way through every challenge. The spot tells this in 75 seconds, without a raised finger. Just a raised toothbrush.