Winners & Shortlists


Bronze Eurobest Campaign
3 of 3 Campaign
Category A01. POSTERS
Entrant Company HEREZIE Paris, FRANCE
Advertising Agency HEREZIE Paris, FRANCE
Name Company Position
Andrea Stillacci Herezie Executive Creative Director
Nicolas Dumenil Herezie Art Director
Jacques Denain Herezie Art Director
Nicolas Dumenil Herezie Copywriter
Jacques Denain Herezie Copywriter
Luc Wise Herezie Planning Director
Alexander Van Walsum Herezie Creative Director
Capucine Lhermitte Herezie Production Manager
Johanna Warlus Herezie Art Buyer
Antoine Gattoni Herezie Production Assistant
Pierre Baelen Photographer
La Souris Sur Le Gateau Retoucher
Thibault Zellner Cleoprod Producer
Chloe Josso Cleoprod Food Stylist

Brief Explanation

The challenge was to talk about the product effectiveness by creating a series of stunning visuals in accordance with Japanese culture and its photographic culinary codes. The authentic Japanese design of Miyabi knives embody the beauty of sharpness, combining unique aesthetics and ultimate functionality in perfect symbiosis in the blade and handle design. Every blade is sharpened twice by hand rotating grindstones before being polished on leather strap.

The Brief

Increase sales of the new Miyabi knives range and position the brand at a high quality standard.

How the final design was conceived

Purity, beauty and elegance are held in high esteem in Japanese culture. So are those qualities for the Miyabi brand by Zwilling. Inspired by the singularity of the Japanese flag and the purity of the Miyabi knives we photographed different food for each print. These three visuals recreate the blades of the Miyabi range: the Gyutoh for vegetables, the Yanagiba for fish and the Santoku for cheeses.

Indication of how successful the outcome was in the market

Site transactions on increased by 12% and the number of Facebook fans grew by 9% after the campaign ran.