Saving the cutlery industry
When heritage is lost, it doesn't come back. Only those who protect it can secure its future.
A centuries-old trade on the brink of extinction. A story that needed to be told.
After studying the future of Spanish cutlery and identifying issues like lack of official protection, mass imports, and the decline of European craftsmanship, we reached a clear conclusion with APRECU: only emotion could connect the public to the cause. We designed a campaign centered on branded content, featuring a documentary starring renowned artisans and figures like Pedro Piqueras. This was complemented by a website, e-commerce, and a new membership model, turning consumers into ambassadors for the craft.
We had never connected with people like this before. With this campaign, we made many people feel like part of the solution, not just spectators of the problem. Thanks to the documentary and the entire strategy, for the first time, we saw the public understand the context of the current cutlery industry and defend it with pride. That is priceless to us.
From narrative to action.
We rolled out trailers, social media content, bus stop posters... and even a dedicated corner within the Albacete Cutlery Museum.
From the documentary to the website and product design, every piece built an emotional narrative that mobilized the viewer. The new membership model allowed any citizen to become an active part of the change. We didn't design to be watched; we designed to be participated in.
