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Apple

Agency: 
Published/Aired: 
January 2011
Description: 

The art of preserving vitamins.

Advertising Agency: KNSK, Hamburg, Germany
Creative Directors: Tim Krink, Kay Eichner, Ulrike Wegert
Art Director: Julian Heidt
Copywriter: Dieter Kolaja
Illustrators: Julian Heidt, Albert Bauer Companies
Photographer: Peter Backens
Graphic Designers: Julian Heidt, Sarah Stowasser
Account Manager: Kirsten Kohls

Comments (26)

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Highest Rated

Billoughsby's picture
Billoughsby
Activity Score 5144

Score one for everyone who has ever had "hard to read -- can we look at another typeface?" thrown at them. An insolent 10.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

luispiter's picture
luispiter
Activity Score 2756

i love the art direction... its different

Ron Burgundy's picture
Ron Burgundy
Activity Score 1634

awesome photoshop!

jackblack's picture
jackblack
Activity Score 2350

Pretty nice art.

himanshu prabhakar's picture
himanshu prabhakar
Activity Score 471

Blasting !!

Himanshu Prabhakar

jagadeesh's picture
jagadeesh
Activity Score 743

art is nice, but how does peeling an apple preserve vitamins..where in fact you are losing them..?

arke1's picture
arke1
Activity Score 237

Yea I don't quite get that one myself, nice art direction though.

EGMONT's picture
EGMONT
Activity Score 124

like a lot, real interesting insight.

copycopycopy's picture
copycopycopy
Activity Score 148

brilliant art!.. but art of presenting vitamins??

Molecule's picture
Molecule
Activity Score 435

a bit hard to read

spanish eyzzz's picture
spanish eyzzz
Activity Score 8

Nice BUT.... NOISEY

slimmy's picture
slimmy
Activity Score 51

Nice art direction, weak headline link to what the actual product benefit is.

CuriousPencil's picture
CuriousPencil
Activity Score 4225

Apart from being hard to read, as Jagadeesh says, this is about losing vitamins: it's a peeler, taking things away: what does anyone do with peel apart from throw it away?

Prof's picture
Prof
Activity Score 1449

most of the vitamins are supposedly directly underneath the skin. so the peeler peels ultrathin skin off. still hard to read and im just not sold anymore on the "awesome knives" concept. art is kinda nice but still noisy and busy as hell.

Quite really.

CuriousPencil's picture
CuriousPencil
Activity Score 4225

Didn't know that about the vitamins, thanks.

LeeHarvey's picture
LeeHarvey
Activity Score 3045

And so we learn every day. Thanks Prof! Btw the art kinda intrigues me..

Marlus Lau's picture
Marlus Lau
Activity Score 1808

Thanks prof.

Lazarus's picture
Lazarus
Activity Score 1536

Like the art direction a little.

Klidesign's picture
Klidesign
Activity Score 209

cool stuff

antoniobac's picture
antoniobac
Activity Score 192

cool art, its a good example of creative graphic execution

abake's picture
abake
Activity Score 1264

I like it, but was confused about keeping the vitamins as well... not sure what an average consumer would make of it.

Boxey's picture
Boxey
Activity Score 8881

Love the art. Not the concept.

bakamono's picture
bakamono
Activity Score 1002

"Apple is rich in Vitamin A and Vitamin C. Vitamin A concentration is higher in the outer skin than the flesh. Like potatoes, Vitamin C concentration is higher just below the skin in apples also. Hence the skin of the apple should not be discarded. "

Hard to read and less vitamin A.

because therefore it is

kleenex's picture
kleenex
Activity Score 43349

I loved the idea of the whole campaign.

Billoughsby's picture
Billoughsby
Activity Score 5144

Score one for everyone who has ever had "hard to read -- can we look at another typeface?" thrown at them. An insolent 10.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Kyput's picture
Kyput
Activity Score 62

it's an example of good blending copy and art based.

MMDPS's picture
MMDPS
Activity Score 34

A bit of a struggle to read.

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