Husqvarna
Know When To Cut
PROJECT INFO
"Know When to Cut" grew from a slogan into a cultural meme — proof that smart strategy can outlive any campaign.
"Know When to Cut" was one of our very first projects for Husqvarna—marking the start of our partnership, the creation of a long-term communication strategy, and a tagline still in use today. More than a product slogan, it tapped into the local cultural mindset: in a nation where people are always demanding and are quick to complain, knowing when to cut—both literally and figuratively—carries real weight.
Over the years, our series of posters and creative iterations became so recognisable that the online community began making their own versions. The campaign didn’t just sell—it became part of the culture, and eventually, a meme.
