BOOKMARKER by Grey Tokyo for Kagatani

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BOOKMARKER

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Industry Knives
Media Promo & PR, Case study
Market Japan
Agency Grey Tokyo
Executive Creative Director Soeda Masayoshi
Art Director Mitsunori Yamazaki, Shinmei Yamamoto, Taichi Tsunoda
Photographer Akihiro Ito(Un)
Released January 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: KAGATANI KNIFE
Product/Service: KNIVES
Agency: GREY TOKYO
Agency: GREY GROUP G2 TOKYO
Date of First Appearance: Jan 10 2010 12:00AM
Entrant Company: GREY TOKYO, JAPAN
Executive Creative Director: Masayoshi Soeda (Grey Tokyo)
Art Director: Mitsunori Yamazaki (Grey Group/G2 Tokyo)
Art Director: Shinmei Yamamoto (Grey Group/G2 Tokyo)
Art Director: Taichi Tsunoda (Grey Group/G2 Tokyo)
Photographer: Akihiro Ito
Stylist: Mari Ito
Coordinator: Kohei Ishii (Amana)
Coordinator: Yuya Suzuki (Amana)
Computer Graphics: Akira Takeuchi
Production: (Amana)
Production:
Media placement: BOOKMARKER - Bookstore - 10 Jan. 2010

Results and Effectiveness
Twice a year, Kagatani Knife opens a booth at famous Japanese department stores. This year, both visitors and sales were at a record high since Kagatani’s awareness was boosted up.

Creative Execution
- Bookmarker was used as the medium. - Kagatani knives slice ever so thinly, professionals can wield them with ease. As a way to convey how thinly it can slice, we’ve depicted a knife as a bookmarker. Sampling was done in bookstores selling cookbooks.

Insights, Strategy & the Idea
Kagatani Knife is a manufacturer/distributor of the best quality cutleries based in Asakusa, a traditional city of Tokyo, operating since 1890. The sharpness of blades produced by Kagatani Knife is the result of master craftsmanship. While mechanisation has progressed, it persistently maintains its traditional techniques. The objective of this campaign was to communicate the sharpness of the blades in simplicity.