Kasumi – Don't worry, it's not a Kasumi.

CLIENT: Kasumi
STRATEGY: Create a new tagline and an appropriate ad for the brand. Stress the fact that Kasumi knives are very sharp.
IDEA: Kasumi knives are so sharp the others will look like toys.
EXECUTION: 
TONE: Humorous, confident.
PROPOSITION: Kasumi knives are the sharpest.
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