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Watermelon

Campaign
Agency Network: 
Published/Aired: 
March 2012

Description

Print advertisement created by Ogilvy, Colombia for Criterion Knives, within the category: House, Garden.

Caption

Fine Cut Knives.

Advertising Agency: Ogilvy & Mather, Bogota, Colombia
Creative Vice President: John Raul Forero
General Creative Director: Juan Jose Posada
Art Directors: Juan Jose Posada, Camilo Ruano
Account Manager: Fabio Quiroga
Art Buyer: David Alvarado
Photography: Dario Mora
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Highest Rated

anónimo de la calle's picture

Are you serious??

I think the fruits are visible enough!

Are NOT a reflection.
The view obviously is inside the food!!!
(a melon, a kiwi and a fish!!!!)

anónimo de la calle
Activity Score 38
Copywriter |

anónimo de la calle

Wordfruit's picture

I definitely get a sense of solid and sharp.

I don't think it's super-easy to figure out what the foods are. I presume one half of each image is the reflection in the knife.

The images, as they are, I like.

But I have to figure out what it is, and I don't think that many people would stare at the ad for long enough to do that.

I think it'd be better if there was a hint more of the knife and of the food-type. Not like a 1900s framed picture, just a hint more.

Wordfruit
Activity Score 1023
anónimo de la calle's picture

Are you serious??

I think the fruits are visible enough!

Are NOT a reflection.
The view obviously is inside the food!!!
(a melon, a kiwi and a fish!!!!)

anónimo de la calle
Activity Score 38
Copywriter |

anónimo de la calle

jdb's picture

I agree with you, Wordfruit. But still love the campaign..

jdb
Activity Score 190
Other |

I love to be criticized. Logical though.

Wordfruit's picture

Oh, so it's looking up through the fruit, seeing the knife coming down?

I didn't see that.

Wordfruit
Activity Score 1023
anónimo de la calle's picture

The knife is not in the execution.

(Just an illustration of the knife in the headline)

anónimo de la calle
Activity Score 38
Copywriter |

anónimo de la calle

Wordfruit's picture

Ok, I have my bearings on it now.

Wordfruit
Activity Score 1023
alausa's picture

Think Big Bang Theory, dense darkness in the universe, in comes the knife and...

alausa
Activity Score 1420
Creative Director at Noah's Ark
Hadrons's picture

Great print campaign. I like the watermelon out of the three.

The new dawn on cutting edge knives....from the other side of the universe.
(twilight zone theme in the background)
http://www.youtube.com/watch?v=XVSRm80WzZk&feature=related

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

mmackinven's picture

Looks like the fruit is reflecting off the knife, so it doesn't 'obviously' look like it's from a view inside the fruit.

Sorry I'm not seeing sharp on these, just seeing a cut fruit. Or the melon is already cut, how else would a camera fit down there to take the shot? ;)

Also could do with some more pips on this one.

mmackinven
Activity Score 1608
Art Director at Freelance |

www.mackphotography.co.nz

anónimo de la calle's picture

The idea is simple, its about the effect of the fine cut in a fruit.
It's a beautiful ad. Nothing to do with a reflection.
The point of view of the camera is just a "creative license",
like campaigns where you see the point of view from inside a mouth.
Duh!!! IS CREATIVITY!!!

anónimo de la calle
Activity Score 38
Copywriter |

anónimo de la calle

mmackinven's picture

Duh?

Still doesn't say 'fine cut' to me, sorry.
I had to read your explanation to get the idea. I don't hate the idea, it just doesn't work as well as others to show sharp knives.

Still looks like a reflection though :P

mmackinven
Activity Score 1608
Art Director at Freelance |

www.mackphotography.co.nz

anónimo de la calle's picture

the problem is not the campaign, the problem is YOU!
LOL!

anónimo de la calle
Activity Score 38
Copywriter |

anónimo de la calle

mmackinven's picture

Really mature, nice one.

Learn how to take criticism.

mmackinven
Activity Score 1608
Art Director at Freelance |

www.mackphotography.co.nz

Kikin's picture

An idea viewed in a different perspective. Like

Kikin
Activity Score 210
Creative Director at Chief of innovation at Performance, Lima Perú |

Think. Then think again.

鹦鹉螺的壳's picture

怎么看着像描述盘古开天劈地的意思~~!

鹦鹉螺的壳
Activity Score 7
Ordozgoiti's picture

Brilliant. The only thing I'm not sure about is the logo. Clashes a bit with the elegant tone of the campaign.

Ordozgoiti
Activity Score 235
Art Director at Leo Burnett Iberia
bate_palmas's picture

I think everyone's giving the art idea too much credit.

It's a really interesting perspective.

I feel with a great line this might have been amazing.

Without it, it's just a knife cutting into fruit, seen from a different angle.

bate_palmas
Activity Score 1479
vlads's picture

An a different perspective. Like it.

vlads
Activity Score 541
Art Director at http://www.behance.net/vlads |

http://www.behance.net/vlads

kleenex's picture

solid idea.

kleenex
Activity Score 52582
Web Designer/Developer
Nomad8's picture

A different perspective. Love the campaign.as a whole but this watermelon is a fav. Good job guys. :)

Nomad8
Activity Score 204
JWT India
Manoma's picture

Great campaign !
i am like WORDFRUIT : i didn't see the "from interior view" at the first time, but the "cosmos allegory by a fruit cut" was already enough for me.
At the second time, i saw it, and now i found the visuel more and more perfect ! ;-)

Manoma
Activity Score 1108
Copywriter
salil.sharma's picture

wow great job guys
this one awesome all of them

salil.sharma
Activity Score 2471
Creative Director at India |

Designer Don't Do Different Things
They Do Things Differently

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