Agency Network: 
January 2010
Wusthof Direct Ad -  Fishbook


Brief: To create promotional material and awareness for the Wüsthof fish fillet knife.

Idea / Implementation: We designed a recipe journal and placed it around the “cooking/food” sections in selected bookstores as well as sending out to potential customers as a promotion. The book has a removable jacket designed to look like the scales of a fish. By sliding this outer jacket, the user can see a raw meat emerging from underneath the cover, a perfect illustration of a Wüsthof fillet knife gently removing a fillet from a fish.

Results: We sent these journals to potential customers and also made it available in selected bookstores. Although it was designed for promotional purposes, it had added value as a niche retail find. The unique design created a buzz for bookstore shoppers who requested pricing information to purchase the journal. It created significant traffic to the website and word-of-mouth added PR value.

Direct advertisement created by Cozum, Turkey for Wusthof, within the category: House, Garden.

Advertising Agency: ÇÖZÜM, Istanbul, Turkey
Creative Director / Copywriter: Gokhan Yucel
Art Director: Banu Ustundag
Planning Directors: Can Aksuyek, Ahmet O. Yener
Photographer: Ali Ozatalay
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Ratcoo's picture

good job!

Activity Score 25
ylonmc's picture

i love direct mail.
great work guys!

Activity Score 59
crisis's picture

You created an entire recipe book just so you could execute a slightly clever cover trick? Hmmm.

Activity Score 187
michdec's picture

" The unique design created a buzz for bookstore shoppers who requested pricing information to purchase the journal."

yeah..I wonder how many people requested the price of the knife..

Activity Score 440
ondaroof's picture

it says " purchase the journal" like as a piece of stationery/notebook material. Not the price of the knife!

Activity Score 7
michdec's picture

that's my point. If this is meant to be advertising for the knife - it fails.

Activity Score 440
.Gorda.'s picture


Activity Score 14
binunk's picture

not great!!!

Activity Score 216
Graphic Designer at Art Director
art.vs.commerce's picture

nice demonstration. Wasn't it a bit expensive to produce a book as a give-away?

Activity Score 566
Art Director
the_lizard_king's picture

the art director has done magic with his idea. i love the concept. but i do agree that it is a costly affair!

Activity Score 1257
Copywriter at Forecast advertising |

And then GOD said...
Let there be creativity!!!

silvi's picture

Expensive, but if the clien can pay for it... congratulations!

Activity Score 4172
lynnholilin's picture

slicety slice...

Activity Score 118
Graphic Designer |

Lynn Ho
Decision Communications Pte Ltd
Advertising Agency Singapore

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