| Title | LONG LASTING SHARPNESS |
| Brand | ZWILLING J.A. HENCKELS |
| Product/Service | MIYABI KNIVES |
| Category |
F02. Illustration |
|
Entrant Company
|
HEREZIE Paris, FRANCE
|
|
Advertising Agency
|
HEREZIE Paris, FRANCE
|
Credits
| Andrea Stillacci |
Herezie |
Ceo Executive Creative Director |
| Luc Wise |
Herezie |
Chief Strategic Officer |
| Olivier Henry |
Herezie |
Creative Director |
| Mathieu Nevians |
Herezie |
Creative Director |
| Nicolas Dumenil |
Herezie |
Art Director |
| Jacques Denain |
Herezie |
Art Director |
| Nicolas Dumenil |
Herezie |
Copywriter |
| Jacques Denain |
Herezie |
Copywriter |
| Nicolas Dumenil |
Herezie |
Illustrator |
| Jacques Denain |
Herezie |
Illustrator |
| Julien Quidor Dit Pasquet |
Herezie |
Account Manager |
| Capucine Lhermitte |
Herezie |
Head Of Print |
Brief Explanation
Miyabi knives are manufactured in Japan and represent some of the highest quality and most traditional cutlery available today. The Miyabi factory is located in Seki, Japan, and is owned by the world famous cutlery manufacturer Zwilling J.A. Henckels. These Japanese knives are quickly becoming a favourite among professional chefs, including the famous Iron Chef, Morimoto, who endorses two Miyabi cutlery series.
The Brief
Miyabi knives are unique works of art and reliable tools for everyday cooking. Manufactured in Japan, they represent some of the highest quality and most traditional cutlery available today. Beyond their core brand values of purity, precision and elegance, the brief was focused on their unique, long lasting sharpness.
How the final design was conceived
Inspired by the work of famous Japanese designers like Ikko Tanaka or Shigeo Fukuda known for their abstract imagery, the campaign fused modernism principles and aesthetics with Japanese traditions.
We created a series of visuals showing paper-thin slices of salmon, watermelon and meat. These images re-create the blades of the Miyabi range: the Gyutoh for vegetables, the Sujihiki for fish and the Shotoh for meat.
Indication of how successful the outcome was in the market
Results: in-store sales in the Zwilling showroom increased by 18% and the number of Facebook fans had grown by 11% by the end of the campaign.