The challenge was to talk about the product effectiveness by creating a series of stunning visuals in accordance with Japanese culture and its photographic culinary codes. The authentic Japanese design of Miyabi knives embody the beauty of sharpness, combining unique aesthetics and ultimate functionality in perfect symbiosis in the blade and handle design. Every blade is sharpened twice by hand rotating grindstones before being polished on a leather strap.

Purity, beauty and elegance are held in high esteem in Japanese culture. So are those qualities for the Miyabi brand by Zwilling. Inspired by the singularity of the Japanese flag and the purity of the Miyabi knives we photographed different food for each print. These three visuals recreate the blades of the Miyabi range: the Gyutoh for vegetables, the Yanagiba for fish and the Santoku for cheeses.

Site transactions on zwillingonline.com increased by 12% and the number of Facebook fans grew by 9% after the campaign ran.