This is a beautifully executed print campaign for Miyabi knives.
This knife is being advertised for it's precision and "scalpel-like" sharpness. These advertisements have more than one target, including picky chefs, artisans, and anyone who sees cooking as a regular hobby. These advertisements make a very important connection with the intended target since the sharpness of your knife is a key factor when cooking. The single most important thing being conveyed is: When your food and your knife work together, they make a perfect team. |
The visuals support the single most important thing by showing how the two work together. The thinly sliced pieces of food show the knifes precision and ability to slice perfectly, all while showing the different knife shapes available. With different foods shown in each print ad, it shows the diverse foods these knives can work with.
The copy in this campaign shows the attention to detail that goes into making the knife, and emphasizes what the visuals are showing. While the copy is great and definitely speaks to the intended markets, I do wish they had added some variation to the copy for the different ads. The campaign used the exact same copy for each ad which obviously worked for them, I just think different copy on each one would have been interesting. |
Either way, whoever came up with this idea was pretty sharp, and the execution of this campaign is truly inspiring. These ads would work great in cooking magazines. The visual interest of the shapes made from the food is enough to capture the audiences attention and would get them to read the copy. Plus, the visual puzzle the reader has to solve communicates the single most important thing and that the knife you use is a crucial part of the food-making process.
Client: Zwilling J. A. Henckels
Agency: Herezie, Paris
Gold Lion Campaign
http://www.adweek.com/news/advertising-branding/worlds-17-best-print-campaigns-2013-14-158466
Agency: Herezie, Paris
Gold Lion Campaign
http://www.adweek.com/news/advertising-branding/worlds-17-best-print-campaigns-2013-14-158466