From Adweek I found an article that featured the world’s best print campaigns from 2013-2014. Although it is a little dated I found some great work. The client in this ad is Zwilling J. A. Henckels and the product being advertised is the Gyutoh/Chef’s Knife. The agency that did this work is Herezie, Paris. The print ad campaign was awarded the Gold Lion Campaign in the Press Lions category.
The campaign focuses on three specific knifes by the brand Zwilling J. A. Henckels, for example: the Gyutoh/Chef’s Knife. The purpose of the advertisement is to focus on what makes the Zwilling J. A. Henckels knifes more special than knifes by a different brand. The use of vocabulary like “hand-finished, “3-step method,” and “precious knife materials” makes a distinction from other knifes that lacked the extra care when made.
Although I am not in the market to buy knifes I have researched the Zwilling J. A. Henckels brand to find the intended target for the campaign. Zwilling J. A. Henckels is one of the finest cutlery brands available on the market today. It is a premium quality brand and known for producing high-quality cooking-related products. The intended target for the campaign is for consumers who are willing to pay more for products that add beauty and sophistication to their environment. The target audience is most likely upper class and has a belief in brand quality over brand affordability.
The connection between the product’s message and the target’s need is that the product is premium quality. The campaign communicates to consumers that Zwilling J. A. Henckels knifes are a way to incorporate class, elegance and sophistication into their everyday environment.
The single most important thing being communicated in the ad: Zwilling J. A. Henckels knifes add sophistication to everyday routine.
The visuals used are sliced fruit that makes the shape of the high-end knifes. The plain white background helps create a crisp and clean visual of the fruit. The handle of the knife is copy that tells a story of how the knife is made and who uses it and for what. The visual is clean, detailed and artistic. The visual supports the idea that the knife is used like any other knife… for cutting fruit. But the use of not actually showing the knife proves that Zwilling J. A. Henckels knifes are artistic and more of an art form rather than a necessity to cut fruit. Routine does not have to be normal; it can be exciting and sophisticated.
The copy tells a story of how the knife is made and who uses it and for what. The small print and elegant font prove that Zwilling J. A. Henckels knifes are not trying to be a sophisticated high quality household item… they already are. The use of vocabulary like “hand-finished, “3-step method,” and “precious knife materials” makes a distinction from other knifes that lacked the extra care when made.
The media placement as a print ad in relevant magazines communicates the idea of a sophisticated lifestyle to consumers who are striving for that. Most likely the ad was featured in home goods magazines as well as cooking magazines. A target audience that looks to add beauty and sophistication to their environment is most likely to turn to home goods magazines as well as cooking magazines for reference. There the intended audience will see the ad and be influenced to buy a knife that is not clearly seen but understood.