The Problem
Despite Victorniox Swiss Army’s pre-eminence in pocketknives they have difficulty selling their products in today’s market. It was during the late twentieth century, Victorinox Swiss Army Knives were considered a thing of the past. As time passed by, the product further lost its cultural relevancy and popularity as the function of the tool became less useful to the majority.

The Challenge
Getting the Generation Y to consider Swiss Army knife as a potential gadget to fill their pocket space. 

The Big Idea
As an old, heritage brand, Victorinox resonates throughout time as the same Swiss brand that demonstrates consistently, superior quality and precision. Simply said, Victorinox Swiss Army knives are a timeless piece of technology. The value, function, and meaning behind its product lives on unaltered. And unlike the technology today, Swiss Army knives don't need any updates and will last a lifetime.