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 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.
Agency: Herezie, Paris
Gold Lion Campaign