A few years ago, the winner of the Gold Spike Award Festival was advertising agency OGILVY & MATHER from Bangkok's, for their advertising campaign "CUT TO BUILD" promoting OLFA tools on the Thai market, ordered by distributor of these tools -'s THE JCC CO., LTD.

In Thailand, OLFA is a cutter brand that is known only among a specific group of customers such as architects and arts students. The challenge is how to demonstrate the superior performance of OLFA’s 100+ cutter models, and its suitability for every type of usage, with a memorable execution that will widen the customer base. In 2013, the client wanted to have a communication campaign that demonstrates OLFA cutters as the superlative brand in the market and to expand the customer base from the existing number of users. For the final design of the creative work, agency decided to combine the product selling together with the product demonstration display.

To do so, agency created a ‘Pop-Up Store’ where every structure down to the smallest details of the store was crafted from cutting and engraving paper into the desired shapes. Every single detail of the store was using different models of OLFA cutters in order to demonstrate the product performance and suitability of a wide range of OLFA cutters in every tasks required of it.
Effects on the market :• In one week, over 20,000 people visited the store. • Sales increased by 200% comparing to the normal shop. • Free earned media as a number of websites reported on the store. • The store ignited interest in art of paper cutting.