Wüsthof Fillet Knife: Fishbook

Brief: To create promotional material and awareness for the Wüsthof fish fillet knife.

Idea / Implementation: We designed a recipe journal and placed it around the “cooking/food” sections in selected bookstores as well as sending out to potential customers as a promotion. The book has a removable jacket designed to look like the scales of a fish. By sliding this outer jacket, the user can see a raw meat emerging from underneath the cover, a perfect illustration of a Wüsthof fillet knife gently removing a fillet from a fish.

Results: We sent these journals to potential customers and also made it available in selected bookstores. Although it was designed for promotional purposes, it had added value as a niche retail find. The unique design created a buzz for bookstore shoppers who requested pricing information to purchase the journal. It created significant traffic to the website and word-of-mouth added PR value.

Advertising Agency: ÇÖZÜM, Istanbul, Turkey
Creative Director/Copywriter: Gokhan Yucel
Art Director: Banu Ustundag
Planning Directors: Can Aksuyek, Ahmet O. Yener
Photographer: Ali Ozatalay


Ratcoo's picture
25 pencils

good job!

ylonmc's picture
59 pencils

i love direct mail.
great work guys!

crisis's picture
189 pencils

You created an entire recipe book just so you could execute a slightly clever cover trick? Hmmm.

michdec's picture
440 pencils

" The unique design created a buzz for bookstore shoppers who requested pricing information to purchase the journal."

yeah..I wonder how many people requested the price of the knife..

ondaroof's picture
7 pencils

it says "...to purchase the journal" like as a piece of stationery/notebook material. Not the price of the knife!

michdec's picture
440 pencils

that's my point. If this is meant to be advertising for the knife - it fails.

.Gorda.'s picture
14 pencils


binunk's picture
216 pencils

not great!!!

art.vs.commerce's picture
566 pencils

nice demonstration. Wasn't it a bit expensive to produce a book as a give-away?

the_lizard_king's picture
1259 pencils

the art director has done magic with his idea. i love the concept. but i do agree that it is a costly affair!

And then GOD said...
Let there be creativity!!!

silvi's picture
4172 pencils

Expensive, but if the clien can pay for it... congratulations!

lynnholilin's picture
118 pencils

slicety slice...

Lynn Ho
Decision Communications Pte Ltd
Advertising Agency Singapore

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