WMF Knives: Apple

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
Published: January 2011

26 comments

luispiter's picture
luispiter
2756 pencils

i love the art direction... its different

Ron Burgundy's picture
Ron Burgundy
1636 pencils

awesome photoshop!

jackblack's picture
jackblack
2261 pencils

Pretty nice art.

himanshu prabhakar's picture
himanshu prabhakar
473 pencils

Blasting !!

Himanshu Prabhakar

jagadeesh's picture
jagadeesh
749 pencils

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

arke1's picture
arke1
237 pencils

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

EGMONT's picture
EGMONT
124 pencils

like a lot, real interesting insight.

copycopycopy's picture
copycopycopy
148 pencils

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

Molecule's picture
Molecule
437 pencils

a bit hard to read

spanish eyzzz's picture
spanish eyzzz
8 pencils

Nice BUT.... NOISEY

slimmy's picture
slimmy
50 pencils

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

CuriousPencil's picture
CuriousPencil
4227 pencils

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
1453 pencils

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
4227 pencils

Didn't know that about the vitamins, thanks.

LeeHarvey's picture
LeeHarvey
3045 pencils

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

Marlus Lau's picture
Marlus Lau
1806 pencils

Thanks prof.

Lazarus's picture
Lazarus
1502 pencils

Like the art direction a little.

Klidesign's picture
Klidesign
209 pencils

cool stuff

antoniobac's picture
antoniobac
192 pencils

cool art, its a good example of creative graphic execution

abake's picture
abake
1256 pencils

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
8885 pencils

Love the art. Not the concept.

bakamono's picture
bakamono
1006 pencils

"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
27828 pencils

I loved the idea of the whole campaign.

Billoughsby's picture
Billoughsby
5091 pencils

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
62 pencils

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

MMDPS's picture
MMDPS
34 pencils

A bit of a struggle to read.

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