|Product / Service||WMF KITCHEN KNIVES|
|Category||B04. Use of Ambient Media: Small Scale|
|Idea Creation||TBWA\SINGAPORE, SINGAPORE|
|Production||EG+ WORLDWIDE Singapore, SINGAPORE|
|Production 2||CALIBRE PICTURES Singapore, SINGAPORE|
|Gary Steele||TBWA Singapore||Executive Creative Director|
|Hagan de Villiers||TBWA Singapore||Executive Creative Director|
|Jimmy Neo||TBWA Singapore||Creative Director|
|Mohan Prabhakar||TBWA Singapore||Creative Director|
|Lawrence Hu||TBWA Singapore||Art Director|
|Weilun Chong||TBWA Singapore||Art Director|
|Sophia Hung||TBWA Singapore||Account Director|
|Minah Lim||TBWA Singapore||Account Manager|
|Gisela Sim||TBWA Singapore||Project Executive|
|Jean Abideen||eg+ worldwide||Art Buyer|
|Raul Davadilla||eg+ worldwide||Senior Digital Imager|
|Cat Toh||eg+ worldwide||Digital Imager|
|Arris Wong||eg+ worldwide||Digital Imager|
|Andrew Yeoh||eg+ worldwide||Studio Manager|
|Sharon Wong||eg+ worldwide||FA Artist|
|Peter Ng||eg+ worldwide||Head of Production|
|Patrick Ong||eg+ worldwide||Senior Production Manager|
|Renjie Teo||eg+ worldwide||Photographer|
|Jimmy Fok||Calibre Photography||Photographer|
|Ken Zhang||Calibre Photography||Producer|
Instead of shouting louder than the rest, we chose to demonstrate the benefit of a fine cut in a beautiful way. We created unique, ultrathin gift wrapping that brought to life WMF’s precision cutting capabilities on various food items. The icing on the cake was that our 'ads' were something people could actually use.
We chose to let our product do the talking, with a beautiful depiction of what a fine cut looks like on various food items. We created ultrathin gift wrapping papers that were visually arresting cross-sections of those food items. Distributed as a gift with purchase, this was not just a fresh medium, but a fresh kind of gift wrapping that customers could use to make their own statement of originality.
The gift wrapping was an instant hit, raising awareness of WMF's “fine cut”. To build on this success, the client plans to extend the idea to other collateral.
WMF knives needed a promotion that would bring to life a generic proposition of 'sharpness' in a way that consumers could relate with.
When all cutlery brands were relying on the usual point of sale material like posters and shelf talkers, we saw an opportunity break through the noise by creating something that was less an ad, and more a vivid demonstration of what was most unique about our product - the precision cutting. A fresh way to connect with an audience that's jaded with an overdose of the same old product messages.