ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Art Direction / Press / Print Advertising - Campaign
Annual ID
ADC_ADV18064M
About the Work
Ammeloo, an international kitchenware brand has all the qualities needed to give users an unparalleled cutting experience. It was time for consumers to stop sacrificing quality over price, especially when the knife was the most important tool in Chinese kitchens. Having been successful last year in becoming China’s preferred knife brand, Ammeloo was determined to uphold its position in the ever-competitive market with another captivating ad. So instead of depicting an animal the usual way, we meticulously crafted a cow, a pig and a goat using blocks. This simple technique spontaneously captured the sheer sensation of chopping meat into pieces efficiently fast- even before the animal realised it.
2018 Awards
Total Points: 2
Merit Honor
Credits
Agency
Amber China / Shanghai
Production Company
Illusion / Bangkok
Chief Creative Officer
Tan Chee Keong -
Amber Liu
Creative Director
Ben Guo
Kidd Zhang
Willow Yang
Choo Chee Wee
Writer
Cherry Wang
Elissa Azizi
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