Instead of shouting louder than the rest, we chose to find a different route to the audience. We created unique, ultrathin gift wrapping that brought to life WMF’s precision cutting capabilities on various food items. The icing on the cake was that our 'ads' were something people could actually take home and use.

We chose to let our product do the talking, with a beautiful depiction of what a fine cut looks like on various food items. We created ultrathin gift wrapping papers that were visually arresting cross sections of those food items. They were not just a fresh medium, but a fresh kind of gift wrapping that customers could use to make their own statement of originality.

The gift wrapping was an instant hit, raising awareness of WMF's “fine cut”. To build on this success, the client plans to extend the idea to other collateral.