The promotional drive has its focus in print, along with 3D outdoor and ambient advertisementsin in building Dai-6 Ito near department store Mitsukoshi Department.
The brand claims to maintain the deft craft of hand-made knives, while not compromising the sharpness of its cutlery.
The brand claims to maintain the deft craft of hand-made knives, while not compromising the sharpness of its cutlery.
The print campaign centres on the brand’s ‘Whetstone’ design. The Kagatani product cuts through the stone when the user is simply attempting to hone the edge of the knife. The kitchen scene introduces a rather creepy factor with its tagline: ‘Don’t drop it’.
Other advertising media include window blinds with sliced ingredients, and a creative elevator display showing a lobster cut in half. Grey has also placed a model Kagatani knife on a tissue roll to demonstrate the ultimate thinness the knife is capable of.
The project is launched in Tokyo and Nagoya.
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Credits:
Project Kagatani Knife
Client Kagatani Knife
Creative agency Grey, Tokyo
Executive creative director Masayoshi Soeda
Copywriter Tagaya Masanori, Kei Oki, Igarashi Taketo
Art directors Inoue Erika, Mitani Ken, Yamazaki Mitsunori, Yamamoto Shinmei, Tsunoda Taichi
Photographer Akihiro Ito
Retouch Akira Takeuchi
Stylist Mari Ito
Model maker Naoyuki Yoshisue
Post-production company Amana, UN
Exposure Print, outdoor, ambient
