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To visualize the quality and sharpness of the new WMF “YARI” Damasteel knife with an eye-catching print campaign in an environment close to the target group.
The true sharpness of a knife would best be demonstrated right before the very eyes of the audience.
While leafing through the gourmet magazine fallstaff, the reader encountered six editorial articles diagonally sliced through across the upper third of the magazine. It was only on the seventh page that the mystery was solved with a full-page WMF knife ad. The position of the image and the cut were perfectly aligned with each other to suggest that the knife had only just sliced through the pages. “Sharpness you can see! Yari, the WMF knife with the special Japanese steel blade” provided an explanation for the ad below the full-sized image of the knife.