Title | SALMON |
Brand | ZWILLING J. A. HENCKELS |
| 2 of 3 Campaign |
Product/Service | KITCHEN KNIVES |
Category |
A01. POSTERS |
Entrant Company
|
HEREZIE Paris, FRANCE
|
Advertising Agency
|
HEREZIE Paris, FRANCE
|
Credits
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 |
Agency 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 zwillingonline.com increased by 12% and the number of Facebook fans grew by 9% after the campaign ran.