WMF: BEAUTIFULLY FINE GIFT WRAPPING

WMF is a 160-year-old German brand known for making
knives with superior precision cutting ability. But in the hurly burly of a department store, with a plethora of similar looking products, how could WMF stand out? Instead of shouting louder than the rest, TBWA, Singapore chose a
medium no one else had considered - gift wrapping paper.We created unique, ultrathin gift wrapping that brought to life WMF's precision cutting capabilities on various food items.

Rather than explain the fine cut, we demonstrated it
in a visually arresting, and rather useful way.