Title	MY FIRST OPINEL
Brand	OPINEL
Product/Service	CHILDRENS CARVING KNIFE
Category	F01. Consumer Products
Entrant	J. WALTER THOMPSON Frankfurt, GERMANY
Idea Creation	J. WALTER THOMPSON Frankfurt, GERMANY

Name	Company	Position
Mark K. Karatas	J. Walter Thompson GmbH	Executive Creative Director
Sebastian Panzer	J. Walter Thompson GmbH	Art Director
Bernhard Schmidt	Transmission Advertising Services	Agency Producer
Lukas Kappaun	J. Walter Thompson GmbH	Jr. Account Manager
Elena Sautner	J. Walter Thompson GmbH	Sr. Art Director
Haiko Kanngiesser	J. Walter Thompson GmbH	Sr. Copywriter
Andreas Schill	J. Walter Thompson GmbH	Jr. Account Manager
Angelika Göhler	J. Walter Thompson GmbH	TV Producer
Frank Schneider	Filmstyler Pictures GmbH, Frankfurt/M.	Director Case Film
Maximiliane Schmidt-Rönneberg	Das Werk Frankfurt	Head of Production Case Film
Harald Guhn	A. R. T. Studios Frankfurt/M.	Sound Engineer Case Film

The Campaign

We created my first OPINEL READY TO CARVE. With my first OPINEL READY TO CARVE children don’t have to look for carving wood anymore, as knife and wood are melted into an intelligent packaging design. Inside a small tree trunk, made from sustainable recycled basswood, there is a colored my first OPINEL No. 7 Children's Carving Knife, along with an intuitive visual instruction. On the outside, a little wooden leaf explains the product in short. That’s it. You’re all set – start carving.

Creative Execution

The development process from the idea to the product in stores took 2 years of effort. Countless rounds of refinement were needed to find answers for the right size, form, woodtype, closing mechanism, production facilities and certifications. The trunks and displays were manufactured in Germany. We cooperated with true craftmen from Bavaria, thereby being close to the raw material. The knives are manufactured in France. Special standup- and display-sets have been developed for sale. The displays look like trees and the products are stuck to them like twigs. As a smaller version there’s a table display with a striking treetop. my first OPINEL READY TO CARVE was sold at the outdoor giant Globetrotter in Germany.

Indication of how successful the outcome was in the market

my first OPINEL READY TO CARVE thrilled clients & kids and was sold out one month after launch. In 2017 Opinel plans a European roll-out after the very successful "sold out" status in Germany.

With my first OPINEL READY TO CARVE we are targeting parents and family members who are looking for sustainable, meaningful and high quality toys for children. Therefore, we concentrate on the product itself and the way of selling it to the client. Packing designand the POS are central campaign elements for my first OPINEL READY TO CARVE. Special standup- and display-sets have been developed for sale. The displays look like trees and the products are stuck to them like twigs. As a smaller version there’s a table display with a striking treetop.