client: Ergo Chef
notes: The difference between Ergo Chef and other knives is immediately evident when you use one of their products. When we were asked to come up with an advertising campaign for Ergo Chef, we discussed what differentiates their knives from others. What it boiled down to is the design is just smarter. We turned it into a playground-style brag and made the curve of the knife the main design element of the campaign.