H-57/The Force Of Typography – Star Wars Posters For Charity (Complete Case History)
Posted: January 19, 2012 Filed under: Agency, Design, Italy, Social, Typography | Tags: Darth Vader, design, H-57 Creative Station, Lucasfilm, Make-A-Wish, Matteo Civaschi, star wars, Stormtrooper, The Force Of Typography, Yoda 2 Comments »
Digital art comes in a multitude of forms and shapes. Games, logos and website design are all forms of art in a certain way. But there is one form of digital art that always strikes a conversation when it is viewed, and that is typography. Sure, it doesn’t have to be digital at all. As a matter of fact, there are plenty of books out there that are entirely dedicated to typography in every form and shape. However, there is a rising trend of 3D typography art and typography where letters are used to create visual patterns that looks like ordinary image.
H-57 Creative Station, a Milan based advertising and design agency, has created posters depicting Star Wars characters using only typography. The well-received poster series, The Force Of Typography, has blown-up like the Death Star in popularity. With fans clamoring to purchase these posters, H-57 was unfortunately restricted due to licensing issues. With the use of a few characters H-57 has been able to create the heads of a Stormtrooper, Darth Vader and, of course, Yoda himself. There is no mistaking who they are supposed to look like, and at first glance, you won’t even be able to spot that they are created entirely out of characters.
With recent approval from Lucasfilm, H-57 plans on producing a limited run of 300 posters of each design, with all proceeds benefiting the Italy Make-A-Wish Foundation. The prints will be sold on eBay on October 21, 2011.
Matteo Civaschi, Executive Creative Director and Senior Designer at H-57 explains how the idea for these posters first began:
This project was born from a small home accident. My cat ‘Rommel’ was playing in the library and made my Darth Vader mask fall. When I picked it up, the mask was upside down, and I started examining all its elements. Looking at the upside down mouth, which is made in a shape of a pyramid with some slits, I realized that it formed a ‘W.’ From that point, I had the idea to recreate Darth Vader’s face using only typography.
Advertising Agency: H-57, Milan, Italy
Creative Director: Matteo Civaschi, Gianmarco Milesi
Art Director: Matteo Civaschi
Copywriter: Gianmarco Milesi
Darth Vader in advertising
Posted: October 10, 2011 Filed under: Cannes Lions, Case History, Design, Digital, Direct, Press/Outdoor, Promotion, Testimonial, TV/Film, Viral | Tags: Burger King, Darth Vader, Darth Vader in advertising, Disneyland, Energizer bunny, funny commercial, McDonald's, orange, parody, pepsi, philips, Playstation, star wars, Super Bowl, the force, Tom Tom, Volkswagen, WWF 1 Comment »Tom Tom Navigation Voices
Darth Vader struggles in a sound-studio to give the right driving instructions. We tried to explain the product in the most logical, natural and entertaining way possible, and by simply showing how it was made.
RESULTS: 5 million views combined for both virals, 1500% ROI (one YouTube view being valued at € 0.25), Number 1 & 2 on the Guardian Viral Video Chart. And best of all… Lucas Film requested that the Darth Vader viral and its sister viral starring Master Yoda be included in the Official Star Wars Blue Ray box set.
Kalahari.net (Online Store)
Philips (Light Bulbs)
Playstation 3
TeleCine Happy (The Star Wars Saga in dubbed version)
Premiere
Silver Snail Comic Store
McDonald’s
Vespa
MCO (Sound Design Studios)
Saewookkang (Shrimp Snack)
Bed Club (Drag Show)
El Pais
Virgin Atlantic Airlines
Canal+
Direct TV (Your movies in the language you prefer)
Direct TV
Orange (Mobile phone etiquette)
The ‘Goldspot’, so called because of its placement following film trailers and before the main feature, was provided to Orange with just one condition: remind audiences to turn their phones off. The Insight: If there’s one place where consumers reject brand intrusion, it’s in the entertainment arena. It was therefore crucial to make our communication rewarding and relevant to its environment.
Enter the Orange Film Commission Board, a fictitious department ‘inside’ Orange so obsessed with phones that every time a star pitches a project, the characters turn the idea on its head to shoe-horn mobile phones into the plot.
Hasbro (Mr.Potato Head)
Real product, real client and yes, it really ran. We took the famous scene from Return of The Jedi where Darth Vader’s identity is revealed, and substituted an animated ‘Darth Tater’ Mr Potato Head.
Target (Department Store Saled)
Sexual tension in the workplace. For operator Darth Vader, it’s hard concentrating on intimidating shoppers out of bed before Target’s after Thanksgiving 2 Day Sale with Heidi Klum traipsing around. If she can even rattle the Dark Lord of the Sith, just imagine what she’ll do to you at 5am.
IBCC (Cancer Research)
WWF (Earth Hour Direct & Promo project)
Describe the objective of the promotion.
In 2009 Earth Hour Belgium had 500.000 families, 329 companies and 193 cities participating. The objective was to promote Earth Hour in Belgium to get more families, companies and communities to participate than in 2009.
Describe how the promotion developed from concept to implementation
The campaign started streetwise in Copenhagen, in December 2009. Our Earth Hour ambassador and hero Darth Fladder promoted Earth Hour in the streets and from that moment on, one could follow his adventures on social media (FB, twitter, youtube, Flickr). Cities and companies were approached by mail and phone. From mid February on, the Earth Hour campaign with Darth Fladder was developed in WWF-media, boomerang cards throughout Belgium, website, and e-mails to associations. In March Darth Fladder appeared at some music and sport events and the last 10 days a national TV and radio campaign mobilised the whole country.
Describe the success of the promotion with both client and consumer including some quantifiable results
750.000 people participated (25% more than in 2009), 649 companies (3219 in 2009) and over 324 communities (193 in 2009). So, all significantly more than in 2009.
Contacts:
- 30.096 unique visitors at wwf.be/earthhour
- 1.222 friends on FB
- 85.000 views on youtube (Life of Darth Fladder)
567 publications in on- and offline belgian press.
Explain why the method of promotion was most relevant to the product or service
To get more followers we needed a leader. That’s what we created in the person of Darth Fladder.
And the Belgian population, as well as companies, cities, and families were enthusiastic. Not only had WWF more participants, the participants also used promotion material of Darth Fladder to promote by themselves Earth Hour towards their personnel/habitants/members.
Snickers
H-57 Creative Station (Typography, design, illustration)
Hasbro (Star Wars Silver Anniversary)
Comfort
Burger King (Star Wars Promotion)
Spike Channel
Volkswagen Passat (The Force)
For the all-new 2012 Passat , Volkswagen brings Star Wars™ to one of TV’s most talked about events. Accompanied by John Williams’ iconic “The Imperial March,” the spot features the most infamous villain in the galaxy, a pint-sized Darth Vader who uses the Force when he discovers the all-new 2012 Passat in the driveway. The two iconic brands leverage humor and the unforgettable Star Wars score to create an emotional spot and make Super Bowl ad history.
Shopping Total
Energizer Bunny
Pepsi
M&M’s
Disneyland (Star Tour Ride)
Full commercial for Disneyland’s new Star Tours ride. See what Darth Vader and his Stormtroopers decide to do at Disneyland Park to kill the time waiting for the new Star Tours 3D ride to open.
Darth Vader and some stormtroopers enjoy the Soundsational Parade as they anxiously await the opening of the Star Tours attraction at the Disneyland Resort in Anaheim, California.
Samsung Galaxy S
This video from Japanese network DoCoMo is an odd advert, but is so weird that its pretty damned brilliant.Well, they have Darth Vader just hanging around with people using the Galaxy S. There is no real explanation as to why he is there, but he is, and somehow it works out pretty good. Lets face it any advert with Darth Vader in it would cool so sit back and enjoy this.
