Happiness Brussels – Comic Sans Destroyer
Posted: July 27, 2011 Filed under: Agency, Belgium, Cannes Lions, Case History, Digital, Promotion | Tags: application, bad taste, Belgium, bronze lion, Cannes Lions, Case History, comic sans, destroyer, Digital, font, graphic designer, Gregory Titeca, happiness brussels, Promotion, Ramin Afshar Leave a comment »
Advertising agency Happiness Brussels is looking for a graphic designer with the right spirit and good taste.
How could we get a maximum number of applicants amongst the best graphic designers? We targeted the graphic design community through an online action in order to spread the word.
In graphic design communities, the Comic Sans font it is considered to be the ultimate symbol of bad taste.
Therefore, we designed the ‘Comic Sans Destroyer’, a downloadable application that will erase Comic Sans for once and for all from your computer. Only after using the application and cleaning their computer from all forms of Comic Sans, applicants can apply for the position of graphic designer.
‘Comic Sans Destroyer’ is now the ultimate tool to get rid of Comic Sans for once and for all; and at the same time it spreads the message: we only want graphic designers with really good taste.
Results
After one week:
- Featured on the most influential graphic design blogs and websites.
- Over 20.000 unique visits on the website.
- More than 4.000 downloads of the application.
- More than 130 graphic designers from all over the world applied for the job.
Advertising Agency: Happiness, Brussels
Creative Management: Karen Corrigan/Gregory Titeca
Creative Director: Gregory Titeca
Creative: Tom Galle
Creative: Ramin Afshar
Toyota IQ Font – The First Typeface Designed By a Car
Posted: July 27, 2011 Filed under: Belgium, Cannes Lions, Car, Case History, Digital | Tags: Belgium, Cannes Lions, Car, Case History, design, designed by a car, Digital, font, gold lion, Gregory Titeca, happiness brussels, iq, Pleaseletmedesign, Ramin Afshar, Stef van Campenhoudt, the making of, Tom Galle, toyota, typeface, Zach Lieberman Leave a comment »
Toyota launches the new iQ, a compact car that combines sleek design and cutting edge technology. Our briefing was to communicate the unique agility and perfect control of the iQ in a relevant way to a target group of 18-35 year old urban people. We want to reach the communities that fit the iQ’s core values: design, technology and automotive. We need a concept that can merge these three strong online communities. How can we jump out of the mass? How can we be different from our competitors, and be relevant and attractive to our target group? How can we create something that’s in our target group’s world, and that lasts longer than a normal ad?
To demonstrate its incredible agility, the new Toyota iQ was the first car in the world ever to create an entire font from A to Z. To make this project happen, we collaborated with: – Zach Lieberman, pioneer in interactive art. Color tracking software developer. – Pierre and Damien, from Pleaseletmedesign, a type and graphic design studio. Font designers. – Professional pilot Stef van Campenhoudt, European champion of GT3 racing. Font driver. All together, they created the iQ Font. The making of video was posted on Vimeo, with a direct link to download the iQ font for free on the Toyota website, where people were also invited to book a test drive.
Results
The making of video was posted as a viral film on Vimeo, and got featured on thousands of influential design, technology and automotive blogs worldwide. The video was posted on over 6000 blogs worldwide. The stunt also got a huge amount of offline media attention in leading design and technology magazines all over the world. It was even broadcasted at the Typophile festival in New York, and at ‘Centre Pompidou’, the museum for modern art at Paris. The iQ Font making of video got more than 600 000 unique clicks and reached over 2 million page views on blogs and online magazines. The iQ Font got downloaded over 24 000 times from the Toyota website.
Thousands of posts on other social media, like digg, facebook, tumblr, delicious… More than 600 000 views of the making of video. More than 2 000 000 page views on blogs and online newspapers. Free media coverage in magazines and newspapers. More than 24 000 font downloads from the Toyota website. 2 345 test drive demands. All this with 0 euro media investment.
Advertising Agency: Happiness, Brussels
Creative Management: Karen Corrigan/Gregory Titeca
Creative Director: Gregory Titeca
Creative: Tom Galle
Creative: Ramin Afshar
Head of Art: Cecilia Azcarate Isturiz
