BIG PICTURE

Thanks to its smart design and masterful workmanship, the famous Swiss Army Knife has fans all over the world. But Mark Zuckerberg is probably not among them: Meta considers it a weapon because of its blade and forbids Victorinox from advertising it on Facebook and Instagram. But that was precisely the brief.

CREATIVITY

Just because we're not allowed to show the iconic knife doesn't mean we can't advertise it. We just can't show it. This smart and elegant solution not only ensured that Meta could no longer find fault with it, but also created a real (albeit invisible) eye-catcher.

YEAR

2023