OLFA, a producer of cutting tools, wanted to do something special to celebrate the 57th anniversary of the world's first snap-off blade cutter.
Teaming up with Ogilvy, OLFA created a pop-up shop made entirely out of paper. But think intricate regal decorations rather than childish paper hats. The design and execution is pretty mind-blowing and the attention to detail is stunning. Even the text is cut from paper and the staff are wearing paper accessories. And every piece of paper was cut using OLFA's products, creating the perception that any OLFA cutter can build greatness.
Two thousand people visited the exhibition in just one week and sales of OLFA cutters were 200% higher compared to normal shops. Plus, the exhibition ignited people's interest in the art of paper cutting and videos from experts and amateurs have started popping up all over the internet.
And to think, all of this was created by a brand that sells cutting tools. Sometimes the answer is simply to think of the most epic thing that can be achieved with your products. The impressive nature will intrigue people and encourage them to engage with your brand.
Cut to Build has been nominated for a D&AD pencil for best Brand Experience & Environment in the branding category.
Agency: Ogilvy, Bangkok
Account Manager: Phawit Chitrakorn
Art Directors: Nopadol Srikieatikajohn, Prasit Naksringam, Puripong Limwanatipong, Wisit Lumsiricharoenchoke
Copywriters: Krai Kittikorn, Kris Garford Spindler, Puripong Limwanatipong, Thanachai Shavitranuruk
Executive Creative Director: Wisit Lumsiricharoenchoke
Graphic Designer: Patcharapon Puntiptawee
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