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  • SUB CATEGORY :
    ILLUSTRATION
  • COMPANY ENTERING :
    AMBER CHINA, SHANGHAI
  • TITLE :
    CHOP-CHOP 1.0 CAMPAIGN
  • BRAND :
    AMMELOO CHEF’S EDITION KNIFE SERIES
  • ADVERTISER :
    AMMELOO
  • AGENCY :
    AMBER CHINA, SHANGHAI
  • CHIEF CREATIVE OFFICER :
    TAN CHEE KEONG/AMBER LIU
  • CREATIVE DIRECTOR :
    BEN GUO/KIDD ZHANG/WILLOW YANG
  • COPYWRITER :
    ELISSA AZIZI/CHERRY WANG/YU JIN
  • ART DIRECTOR :
    CS CHONG/CONE GONG
  • ILLUSTRATOR :
    VINCE LOW SUN WING
  • AGENCY PRODUCER :
    ELLA CAO/JOY WANG
  • PRINT PRODUCTION COMPANY :
    ILLUSION, BANGKOK, BANGKOK
  • ENGLISH CONTEXT EXPLANATION :
    AMMELOO IS A GLOBAL BRAND TRYING TO MAKE ITS PRESENCE AS CHINA’S PREFERRED KITCHENWARE BRAND. WITH AN ABUNDANCE OF LOW QUALITY KNIFE BRANDS, CONSUMERS WERE FED UP OF SACRIFICING QUALITY FOR PRICE. THEY WANTED A KNIFE THAT GAVE THEM THEIR MONEY’S WORTH- SHARP, DURABLE AND LOW MAINTENANCE. AND SINCE KNIVES PLAYED THE MOST IMPORTANT ROLE IN CHINESE KITCHENS, AMMELOO WANTED TO SHOW HOW ITS CHEF’S EDITION KNIFE WAS WHAT CONSUMERS WANTED IN AN UNEXPECTED WAY. SO, WE ILLUSTRATED HOW FAST AND EASY THE KNIFE CUTS IN DRAWINGS OF MASS DESTRUCTION AS ANIMALS WERE BLOWN UP INTO PIECES. WE PAINSTAKINGLY CRAFTED EACH VISUAL USING WHITE NEGATIVE SPACE TO ACCENTUATE THE ANIMAL’S SILHOUETTE, WHILE ECCENTRIC RED LINES BROUGHT OUT THE KNIFE’S FINESSE AT DISSECTING MEAT. ONE LOOK EVOKED THE KNIFE’S POWERFULLY SWIFT NATURE, WHICH EFFECTIVELY CUT THROUGH THE CLUTTER OF KNIFE BRANDS IN CHINA- HELPING CONSUMERS MAKE WISER, SHARPER DECISIONS.