Bon Vivant, a specialty cheese store in Brazil, commissioned ad agency JWT to come up with a creative business card. The result is a grater business card. What's ingenious about this is that customers who are buying cheese from the store have a high chance of using the grater, thereby reinforcing the store brand in their minds. And who doesn't love a functional business card over a boring calling card that you'll probably toss in the trash?
What do you think — gimmicky or genius?