TBWA Singapore creates beautifully fine gift wrapping to promote WMF’s precision cutting

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MF Fine Cut.jpgWMF is a 160-year-old German brand known for making knives with superior precision cutting ability. But in the hurly burly of a department store, with a plethora of similar looking products, how could WMF stand out?

Instead of shouting louder than the rest, TBWA Singapore chose a  medium no one else had considered – gift wrapping paper. They created unique, ultrathin gift wrapping that brought to life WMF’s precision cutting capabilities on various food items.

Rather than explain the fine cut, they demonstrated it  in a visually arresting, and rather useful way.

Credits – Chief Creative Officer: Edmund Choe. Executive Creative Director: Gary Steele. Creative Directors: Jimmy Neo, Mohan Prabhakar. Art Directors: Lawrence Hu, Weilun Choong

Agency Producer: Jen Abideen. Studio: Andrew Yeoh. Photographers: Jimmy Fok Calibre, RJ EG Plus. Production Manager: Patrick Gong. Account Manager: Minah Lim.