XXXLUTZ: Coconut

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
Published: March 2008


gulo's picture
461 pencils

Copy > Excellent

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

sumsum's picture
615 pencils

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

Bundy Agency's picture
Bundy Agency
597 pencils

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
3216 pencils

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
296 pencils

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

krautland's picture
3216 pencils

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
200 pencils

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

alectoplasmo's picture
24 pencils

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
266 pencils


Have Heart's picture
Have Heart
922 pencils

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
48 pencils
sumsum's picture
615 pencils

hahahaha good hit!

speed's picture
83 pencils

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

fractalrene's picture
1504 pencils

I like the campaign.

tulitagore's picture
38 pencils

Nice. Very nice indeed.

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