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Austrian manufacturer Tyrolit may have confused some people on the streets of Vienna when it first posted a blank sheet of metal bearing only a small brand name as a billboard.
But over the course of the next few weeks, the display would gradually rust to reveal the silver silhouette of a knife at the center and the tagline “Flawless Forever,” sealed behind a protective layer amid an expanse of reddish brown corrosion.
The clever use of media, which was orchestrated in collaboration with agency Heimat’s office in Wien, Austria, is designed to demonstrate the durability of the Swarovski Group-owned brand’s Iceline line of cutlery.