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Published/Aired: 
March 2008
Description: 

Cut as you like.
WMF Damasteel Chef knife now at XXXLutz.

Advertising Agency: Demner, Merlicek & Bergmann, Vienna, Austria
Creative Directors: Tolga Büyükdoganay
Art Director: Tolga Büyükdoganay
Copywriter: Florian Nussbaumer
Graphic Designer: Elisabeth Laggner

Comments (15)

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Highest Rated

tulitagore's picture
tulitagore
Activity Score 38

Nice. Very nice indeed.

Most trying times.
TotalChaos

gulo's picture
gulo
Activity Score 461

Copy > Excellent

Art Direction > Subtle Brilliance [look at the relevant use of colour in the entire campaign]

http://www.flickr.com/photos/vrakodar/

sumsum's picture
sumsum
Activity Score 615

gulo: i'm pretty sure you're responsible for this campaign somehow. Am i right?

Bundy Agency's picture
Bundy Agency
Activity Score 597

Not sure what this is all about.
if its just the fact it cut through a coconut, then its pretty average.
if im missing something then sorry

krautland's picture
krautland
Activity Score 3216

an english copy ad by an austrian agency?
either this campaign is fake award-show bullshit or they should have submitted the german original.

hartspueler's picture
hartspueler
Activity Score 296

the first one. never published anywhere. the real campaign there doing for XXXLutz is lowest-level-advertising.

krautland's picture
krautland
Activity Score 3216

thanks for clearing that up. I had been wondering how they would have separated the awfully long word "Kokosnuss" in that poster.

Eightball's picture
Eightball
Activity Score 200

nothing special. seen a lot of better stuff for knifes. Especially in terms of art direction.

alectoplasmo's picture
alectoplasmo
Activity Score 24

i like how the copy works and how the art direction guides me to create some kind of image in my mind. it's brilliant albeit it is obviously talking to an intelligent market.

talay's picture
talay
Activity Score 266

congratulations...

Have Heart's picture
Have Heart
Activity Score 922

Done before by KNSK (Germany) - and the confusing thing is, that it was done for the same brand (WMF is their client). Won a few awards.

Sorry, but this leaves a really bad aftertaste.

T-bone's picture
T-bone
Activity Score 48
sumsum's picture
sumsum
Activity Score 615

hahahaha good hit!

speed's picture
speed
Activity Score 83

When a product's name contains XXX, a pinkie-sized knife makes absolutely no sense, in more ways than one.

fractalrene's picture
fractalrene
Activity Score 1504

I like the campaign.

tulitagore's picture
tulitagore
Activity Score 38

Nice. Very nice indeed.

Most trying times.
TotalChaos

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