We needed to prove that this knives collection was really good. We use TV channels to show people how good the product was. They were surprise by the fact that the TV commercial was cut, allowing people to see the TV program backstage.

The TV was the appropriate channel to communicate the benefit of the product. People were surprise to see how the knives cut but really impress about what's going on in the backstage during the TV comercial break.

The commercial was a success, generated a big buzz around the sliced cut commercial and how innovative it was. The sales increased a 5%, and Knives Collection sold out, selling a total of 250.000 knives.