Font me I'm famous
FontShop
Issue 25 | January 2013
Agency
Proximity BBDO Paris
Creative Team
Executive creative director: Valérie Levy Harrar Art Director: Eric Perrin Copywriter: Grégory Tormo Digital Art Director: Stéphane Faure Motion Designer: Jérémy Delhuvenne Sound creation: Aymeric Lepage
Production Team
Creative Development Manager: Guillaume Rancurel Deputy Technical Manager: Benoit Quette Developer: Damien Moreau
Other Credits
CEO: Olivier Rippe Planner: Nicolas Orsoni Durand Account Director: Caroline Lacaille Project Manager: Coralie Koen Communication Manager: Emmanuelle Aquino Advertiser’s Supervisor: Mimi Rosenheim
Date
6 September 2012
Background
Context : With 150.000 fonts, Fontshop is the first font retailer. Problem : Like most font stores its design is strict and impersonal. But the people who use Fontshop are mostly Art Directors & Web Designers - in two words: CREATIVE PEOPLE! Challenge : How can they excite creatives and motivate them to browse the Fontshop catalog?
Idea
Idea : Give the creatives what they like best: the opportunity to be imaginative and have fun! Campaign : They managed to catch their attention with a series of playful print ads and banners; each one with its own typographic pun. Direct mailing : They then sent tailor-made posters to 60 Creative Directors, turning their names into puns and inviting them to discover our website. Mini-site : They invited their audience to create and share their own puns online, using one of the catalog’s many font.
Results
Results : 1500 posters created in only 3 weeks An average time of 4’30 spent on the mini-site More than 100 articles from specialized press and blogs And Fontshop became a lot more fun!