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Apple

Campaign
Agency Network: 
Published/Aired: 
January 2011

Description

Print advertisement created by KNSK, Germany for WMF, within the category: House, Garden.

Caption

The art of preserving vitamins.

Advertising Agency: KNSK, Hamburg, Germany
Creative Directors: Tim Krink, Kay Eichner, Ulrike Wegert
Art Director: Julian Heidt
Copywriter: Dieter Kolaja
Illustrators: Julian Heidt, Albert Bauer Companies
Photographer: Peter Backens
Graphic Designers: Julian Heidt, Sarah Stowasser
Account Manager: Kirsten Kohls
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Highest Rated

bakamono's picture

"Apple is rich in Vitamin A and Vitamin C. Vitamin A concentration is higher in the outer skin than the flesh. Like potatoes, Vitamin C concentration is higher just below the skin in apples also. Hence the skin of the apple should not be discarded. "

Hard to read and less vitamin A.

bakamono
Activity Score 1002

because therefore it is

luispiter's picture

i love the art direction... its different

luispiter
Activity Score 2756
comunication
Ron Burgundy's picture

awesome photoshop!

Ron Burgundy
Activity Score 1630
Art Director at Southern California
jackblack's picture

Pretty nice art.

jackblack
Activity Score 2357
Art Director
himanshu prabhakar's picture

Blasting !!

himanshu prabhakar
Activity Score 471
Art Director at Discovery communications india pacific |

Himanshu Prabhakar

jagadeesh's picture

art is nice, but how does peeling an apple preserve vitamins..where in fact you are losing them..?

jagadeesh
Activity Score 743
arke1's picture

Yea I don't quite get that one myself, nice art direction though.

arke1
Activity Score 235
Art Director |

http://www.arke1.com.au

EGMONT's picture

like a lot, real interesting insight.

EGMONT
Activity Score 124
Creative Director at Art director Omnicom network
copycopycopy's picture

brilliant art!.. but art of presenting vitamins??

copycopycopy
Activity Score 148
Copywriter
Molecule's picture

a bit hard to read

Molecule
Activity Score 435
Copywriter
spanish eyzzz's picture

Nice BUT.... NOISEY

spanish eyzzz
Activity Score 8
Graphic Designer
slimmy's picture

Nice art direction, weak headline link to what the actual product benefit is.

slimmy
Activity Score 51
Art Director
CuriousPencil's picture

Apart from being hard to read, as Jagadeesh says, this is about losing vitamins: it's a peeler, taking things away: what does anyone do with peel apart from throw it away?

CuriousPencil
Activity Score 4225
Copywriter
Prof's picture

most of the vitamins are supposedly directly underneath the skin. so the peeler peels ultrathin skin off. still hard to read and im just not sold anymore on the "awesome knives" concept. art is kinda nice but still noisy and busy as hell.

Prof
Activity Score 1449
Copywriter |

Quite really.

CuriousPencil's picture

Didn't know that about the vitamins, thanks.

CuriousPencil
Activity Score 4225
Copywriter
LeeHarvey's picture

And so we learn every day. Thanks Prof! Btw the art kinda intrigues me..

LeeHarvey
Activity Score 3045
Creative Director
Marlus Lau's picture

Thanks prof.

Marlus Lau
Activity Score 1808
Art Director at Editora O Estado do Paraná / Pós-graduação na Unicuritiba
Lazarus's picture

Like the art direction a little.

Lazarus
Activity Score 1536
Creative Director
Klidesign's picture

cool stuff

Klidesign
Activity Score 209
Graphic Designer
antoniobac's picture

cool art, its a good example of creative graphic execution

antoniobac
Activity Score 192
PUCP
abake's picture

I like it, but was confused about keeping the vitamins as well... not sure what an average consumer would make of it.

abake
Activity Score 1262
RMG Connect Colombia
Boxey's picture

Love the art. Not the concept.

Boxey
Activity Score 8879
Melaleuca In-House
bakamono's picture

"Apple is rich in Vitamin A and Vitamin C. Vitamin A concentration is higher in the outer skin than the flesh. Like potatoes, Vitamin C concentration is higher just below the skin in apples also. Hence the skin of the apple should not be discarded. "

Hard to read and less vitamin A.

bakamono
Activity Score 1002

because therefore it is

kleenex's picture

I loved the idea of the whole campaign.

kleenex
Activity Score 51098
Web Designer/Developer
Billoughsby's picture

Score one for everyone who has ever had "hard to read -- can we look at another typeface?" thrown at them. An insolent 10.

Billoughsby
Activity Score 5144
Art Director |

That's it.

Kyput's picture

it's an example of good blending copy and art based.

Kyput
Activity Score 62
MMDPS's picture

A bit of a struggle to read.

MMDPS
Activity Score 34
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