Product Design Lions > Goods
J. WALTER THOMPSON GROUP GERMANY, Frankfurt / OPINEL / 2016
Awards:
Overview
Credits
CampaignDescription
With my first OPINEL READY TO CARVE children don’t have to look for carving wood anymore, as knife and wood are melted into an intelligent packaging design. Inside a small tree trunk, made from sustainable recycled basswood, there is a colored my first OPINEL No. 7 Children's Carving Knife, along with an intuitive visual instruction. On the outside, a little wooden leaf explains the product in short. That’s it. You’re all set – start carving.
With my first OPINEL READY TO CARVE we are targeting parents and family members who are looking for sustainable, meaningful and high quality toys for children.
Execution
Inside a small tree trunk, made from sustainable recycled basswood, there is a colored my first OPINEL No. 7 Children's Carving Knife, along with an intuitive visual instruction.
Special standup- and display-sets have been developed for sale. The displays look like trees and the products are stuck to them like twigs. As a smaller version there’s a table display with a striking treetop.
Implementation
The development process from the idea to the product in stores took 2 years of effort.
Countless rounds of refinement were needed to find answers for the right size, form, woodtype, closing mechanism, production facilities and certifications.
The trunks and displays were manufactured in Germany. We cooperated with true craftmen from Bavaria, thereby being close to the raw material. The knives are manufactured in France by OPINEL.
Outcome
my first OPINEL READY TO CARVE thrilled clients of all ages and was sold out one month after launch. In 2017 Opinel plans a European roll-out after the very successful “sold out” status in Germany.
my first OPINEL READY TO CARVE was sold at the outdoor giant Globetrotter in Germany.
Synopsis
As a child, you are excited about your first pocket knife. If you get it, you want to start carving right away. But often you can’t, simply because there is no wood at hand immediately due to various reasons (urban settings, inside home etc.). Worldfamous french knife manufacturer OPINEL knows that and asked us for an innovative solution. Enabling children to carve immediately while using a sustainable product.
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