THE INVISIBLE VICTORINOX

The Invisible Victorinox is a social media campaign by Publicis Zürich that creatively circumvents Meta’s ban on showing knives by never displaying the Swiss Army Knife itself. Instead, the ads show only the actions and benefits associated with the product, prompting viewers to mentally picture the iconic knife. This minimalist approach generated strong attention and high ad-recall, proving that the brand’s presence remains powerful even when the product is invisible.

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