ADC Awards
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Category
Illustration / Press - Single
Annual ID
ADC_ILL18035M
About the Work
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.
2018 Awards
Total Points: 2
Merit Honor
Credits
Agency
Amber China / Shanghai
Chief Creative Officer
Tan Chee Keong -
Amber Liu
Group Creative Director
Ben Guo
Kidd Zhang
Willow Yang
Illustrator
Vince Low Sun Wing
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