| Title | TOILET PAPER |
| Brand | KAGATANI KNIFE |
| Product / Service | KNIFE |
| Category | B03. Small Scale Special Solutions |
| Entrant | GREY TOKYO, JAPAN |
| Entrant Company: | GREY TOKYO, JAPAN |
| Advertising Agency: | GREY TOKYO, JAPAN |
| 2nd Advertising Agency: | GREY GROUP G2 TOKYO, JAPAN |
Credits | |
| Executive Creative Director | Soeda Masayoshi |
| Advertiser's Supervisor | Kagatani Isamu |
| Art Director | Yamazaki Mitsunori/Yamamoto Shinmei/Tsunoda Taichi |
| Photographer | Ito Akihiro |
| Other Credits | CG:Takeuchi Akira Production:Amana/Un Coordinator:Ishii Kohei/Suzuki Yuya |
- Challenge Kagatani Knife is manufacturer/distributor of best quality cutleries based in Asakusa, a traditional city of Tokyo, operating since 1890. The sharpness of blades produced by Kagatani Knife is the result of master craftsmanship. While mechanization has been progressed, it persistently maintains its traditional techniques. The objective of this campaign was to communicate the sharpness of blades simply. - Implementation Toilet paper holder as medium. - There’s a traditional cooking technique called KATSURA-MUKI, peeling DAIKON radish super thinly. The knife on holder is a trick to show as if the toilet roll is a radish that’s being peeled super thinly. - Results Twice a year, Kagatani Knife opens booth at Japanese famous department store. This year, both visitors and sales achieved record high since Kagatani’s awareness boosted up.
Kagatani Knife