| Title | HOMELESS FONTS |
| Brand | FUNDACIÓ ARRELS |
| Product/Service | HOMELESS FONTS |
| Category |
A09. 360 BRAND & IDENTITY EXPERIENCE |
|
Entrant Company
|
THE CYRANOS McCANN Barcelona, SPAIN
|
|
Advertising Agency
|
THE CYRANOS McCANN Barcelona, SPAIN
|
|
Production Company
|
OXIGENO Barcelona, SPAIN
|
Credits
| Leandro Raposo |
The Cyranos Mccann |
Creative President |
| Pablo Colonnese |
The Cyranos Mccann |
Executive Creative Director |
| David Fernández/Joaquín Espagnol |
The Cyranos Mccann |
Creative Director |
| Oscar Amodia/Eduard Cubel/Alejandro García |
The Cyranos Mccann |
Art Directors |
| Marc Sánchez/Jaume Rufach/Nil Murtra |
The Cyranos Mccann |
Copywriters |
| Oriol Bombí |
The Cyranos Mccann |
Head Of Strategic Planning |
| Alba Riart |
The Cyranos Mccann |
Production Manager |
| Marta Grasa |
The Cyranos Mccann |
Account Director |
| Laia Gilibets |
The Cyranos Mccann |
Account Executive |
| Olga Duerto |
Oxígeno |
Executive Producer |
| Iñigo Zubikay |
Oxígeno |
D.o.p. |
| Joana Filella |
Oxígeno |
Production Manager |
| Alba Camps |
Oxígeno |
Post Production |
| Javier Navarro |
Oxígeno |
Director |
Brief Explanation
It occurred to us to take hand-written letters with which the homeless make their signs and make
new fonts that are sold on a website so that the brands use them in their advertising and
corporate messages. The money earned goes to the Fundación Arrels.
The brands use hand-written fonts because they reflect humanity and a distinctive personality.
Each human being has a unique writing style. Nevertheless, no-one wants to see the signs of the
homeless.
Moreover, for a modest cost, people could download an app of the fonts and personalise what
they write in social networks.
The Brief
Everything we see in ads, posters, packaging, even in mails or social networks, are fonts that
the brands or someone paid for their rights.
So it occurred to us to take hand-written letters with which the homeless make their signs and
make new fonts that are sold on a website so that the brands use them in their advertising and
corporate messages. The money earned goes to the author of the font through the Fundación
Arrels.
How the final design was conceived
After testing different handwritings.
Indication of how successful the outcome was in the market
More than 30,000 downloads
200.000 people visited the website.
37% more funds raised.