Zwilling Knives Billboards

Description of Brief:
This brief required me to choose a brand whose value proposition promoted a single-minded message. I chose Zwilling Knives, a brand which focuses on promoting knives that are so sharp, that they will cut anything. When researching the brand, I found that Zwilling’s manufacturing process created incredibly durable, good quality products. However, because of this manufacturing process, the knives that Zwilling creates are quite expensive, and thusly are not accessible to everyone.
Objective:
Thusly, the objective for this campaign was to create a series of billboards which promoted the otherworldly cutting power and durability of Zwilling knives to an audience of professional chefs and cooking enthusiasts, as these people would be those who are mostly likely willing to pay more for a product that can improve their craft. As one of the main issues I found in my research was the fact that people get very annoyed with knives that dull quickly, due to how dangerous working with a dull knife can be, the campaign needed to be focused on showing consumers that Zwilling knives are an investment, as they do not dull easily.
Insight:
My insight for this campaign was that when people have a passion for something (such as cooking), they want to spend as much time as possible perfecting their craft, as it acts as an escape from reality. Thusly, having tools that work against a person instead of with them creates annoyances, as people do not want to waste their time relaxing doing something that could have been avoided.
Concept:
From this, the concept of “This One Might be Too Sharp…” was born. By humorously playing on the sharpness of Zwilling Knives, the concept effectively promotes the brand’s value proposition in a new and different way. The concept revolves around the idea of Zwilling’s products being so sharp, that they even cut through things that they weren’t supposed to. This creates the idea that consumers will never yearn for another knife again, and thusly, Zwilling would be the best value for money.