Given the heritage of the Swiss Army Knife and high awareness of what it can do, our creative direction sets out the core potential of the product, highlighting its wide range of uses in everyday situations.

Oftentimes, when a product is so well known, the best solution comes from looking back at its origin story, its built in value and why it remains such an iconic object. By personalising these attributes and presenting tangible situations where the tool becomes indispensable we were able to bring the product into people’s everyday lives. The creative execution also has a ‘puzzle’ type quality about it. This reference to a game is often how the challenges we are presented with can appear. A Swiss Army Knife becomes the solution.