L’Émouleur, a Montreal retailer that specializes in selling high-end Japanese knives, tapped DentsuBos to raise its profile during the competitive holiday season. A billboard was created to be a cut above the rest. The vertical slashes on the image of a bright orange carrot mimic the slices cut to perfection using a knife from L’Émouleur. The visually striking billboard was then strategically placed near the Jean-Talon market in Montreal, ensuring the ad would reach foodies interested in buying knives for themselves or a loved one for the holidays.