Wusthof: Onion Calendar

Credits & Description:

Type of Entry: Corporate or Brand Identity
Category: Calendars
Title: ONION CALENDAR
Advertiser/Client: WÜSTHOF
Product/Service: KNIVES
Entrant Company: SERVICEPLAN Munich, GERMANY
Design/Advertising Agency: SERVICEPLAN Munich, GERMANY
Creative Credits
Name Company Position
Alex Schill Chief Creative Officer/Executive Creative Director
Helmut Huber/Florian Drahorad Creative Directors
Nicolas Becker Copywriter
Christian Sommer/Ivo Hlavac Art Directors
Lena Inderwiesen Account Supervisor
Layoutsatz 2000 Photography
Pinsker Druck Und Medien Gmbh Production Company
Matthias Harbeck Chief Creative Officer
Details
Brief Explanation:
A calendar is not a pretty new medium. Wüsthof produce cooking knifes. So the question was, how to show the quality of the sharp-edged knifes, every day, 365-days long. We knew a typical calendar just showing beautiful things wouldn’t do the job.
Describe the brief from the client:
Wüsthof is a famous German knife manufacturer with really sharp-edged knifes. They asked us to create a calendar for their most important retailers. And of course, "please highlight the product".
Description of how you arrived at the final design:
We thought about the most common thing which is cut in kitchens all over the world. The answer was: onions. After that, the question came: is it possible to cut an onion into 365 slices? A little slice for everyday? Of course it was. With sharp-edged knifes from Wüsthof. So we cut one onion into 365 slices.
Indication of how successful the outcome was in the market:
200 calendars were produced and sent out to big retailers. The feedback was a bit more then a "thank you". After many requests we had to double the production up to 400 pieces. The new knife collection has nearly sold out, and 2009 is expected to be the best in Wüsthoff's 195 year history.