Saving cutlery

For

APRECU

sector

Cutlery industry

Branding

Product design

Web Design

Marketing

Branded content

Brand strategy

Audiovisual production

Content creation

Ecommerce

The knife industry in Albacete was facing a crisis: imitation and disinterest jeopardized its future. We create branded content in the form of a documentary, supported by a digital and product strategy, to sensitize the public and mobilize them to protect their crafts.

Nunca habíamos conseguido conectar así con la gente. Con esta campaña logramos que muchas personas se sintieran parte de la solución, no solo espectadoras del problema. Gracias al documental y a toda la estrategia, por primera vez vimos cómo el público entendía el contexto de la cuchillería actual y la defendía con orgullo. Eso para nosotros no tiene precio.

Maria José Palacios González

APRECU Technical Secretariat

From story to action.

Trailers, social posts, bus-shelter posters and a Museum of Cutlery corner formed a unified story: from film to site and product, every touchpoint stirred emotion and action. A new partner model let any citizen join the cause—we designed for participation, not display.

Find a Storyline In Challenges it is only the starting point. It is necessary Align It With Your Business and generate action in your target audience.

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When wealth is lost, it doesn't come back. Only those who protect it can secure its future.

A centuries-old profession on the verge of disappearing. A story that needed to be told.

After carrying out a study on the future of cutlery in Spain, revealing problems such as the lack of official protection, massive imports and the decline of craftsmanship in Europe, we arrived with APRECU at a clear conclusion: only emotion could connect the public with the cause. We designed a campaign focused on Branded content, with a documentary starring renowned artisans and figures such as Pedro Piqueras. It was complemented by a website, e-commerce and a new partner model, transforming consumers into ambassadors of the trade.