Ital Asia Group promoted knives from the German brand WMF in Thailand, with a series of double paged magazine advertisements. Dissected chickens, fish and lobsters appeared across two pages, with images of three different knives. The campaign won a Silver Press Lion at Cannes International Advertising Festival in June 2008.
Credits
The WMF Knife Cuts series was developed at Leo Burnett Thailand, Bangkok, by executive creative director Keeratie Chaimoungkalo, executive creative director/art director Sompat Trisadikun, copywriter Kittisak Prechapanich, art director Supachai Toemtechatpong, account supervisor Veevit Teotrakoon, with retoucher Presto at Haamchua Co.
Dabitch at Adland raises the question, “Do chickens eyes look like then when cut in half by the way?” From experience, the black pupil appears on the outside of the eyeball and wouldn’t show through. I suspect it’s a case of retouching to give the right look.
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Seeing these pictures makes one want to cut into grains and vegetables instead. Vegan dinner anyone?
If they could book more ad-space, an image of the outside (fish,bird,lobster) on the page before would be clever.