A dull knife can often be considered a useless knife; but the Ronda Extremely Sharp campaign shows that will never be the case with this one. Instead, this kitchen knife is touted for its sharp edge, which will always cut fish, vegetables and fruit with ease and precision.
Conceived and executed by Strange Idea Ad, an ad agency based in Beijing, China, the Ronda Extremely Sharp campaign features a series of minimalist posters with a crisp image of fish and produce that have succumbed to the simple clean cut of the knife being promoted. It was art directed by King Chen and Tony Li with creative direction by Tif Chen. The multi-talented Chen Lei took the photos as well as executed any necessary illustrations for the Ronda Extremely Sharp campaign.