EPSON | LE LANCEUR DE COUTEAUX | 1996
Even with Eyes Closed, the Fingers Know / EPSON "LE LANCEUR DE COUTEAUX"
1996, France. A blindfolded man throws knives. What guides his hand is absolute trust in EPSON's printer technology.
The problem
In the mid-1990s, EPSON launched a new line of professional color inkjet printers, the Stylus Pro, and the following year was working on speeding up its business-use laser printers. In a market where companies competed on precision and speed, the brand faced the challenge of how to get people to believe in its unwavering accuracy.
The idea
A film that overlaps the precision of a knife-throwing performer with the precision of EPSON printers. Just as a blindfolded man's thrown knife never misses its mark, EPSON's printing never goes off either. A simple, powerful metaphor.
What happened
Won GOLD.
Afterthought
A straightforward, finely honed metaphor, very much in the style of 1990s European advertising. There's real strength in not explaining things with words. I feel like this kind of expression—one built to earn trust—is needed now more than ever.
Awards
- Cannes Lions Gold 1996
