Each ad shows a word made of parts of plants, saying something very negative, horrific – only that with Fiskars it is trimmed down to a few letters – the way it should be.

Advertising Agency: Heye & Partner, Unterhaching, Germany
Creative Director: Ulrich Luetzenkirchen
Art Director: Christian Woelky
Copywriter: Stefan Amtmann
Illustrators: Christian Woelky, Maximilian Haupt
Photographer: Mathias Remmling