We understood that we had to come up with a design idea that strikingly proves the sharpness and precision of Wüsthof knives: The Knive Cut-Poster.

Its complete calligraphic typography has been cut out in an extraordinarily filigree way, so not only does the customer read about the knives’ sharpness and precision, but also had a chance to experience it! The cut typography perfectly helped to get the feeling for exceptional sharpness and precision, creating a physical and psychological experience.

The poster campaign was a sharp success! Twice as many customers than usual asked for a consultation in the shops during the 2 week promotion. The sales of Wüsthof knives, which could be purchased at an attractive price during this time, increased by almost 50%.