| Title | ELEFONT |
| Brand | WORLD ANIMAL PROTECTION |
| Product/Service | ANIMAL WELFARE ORGANIZATION |
| Category |
B02. TYPOGRAPHY |
|
Entrant Company
|
FHV BBDO Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
FHV BBDO Amsterdam, THE NETHERLANDS
|
|
Production Company
|
MINIVEGAS Amsterdam, THE NETHERLANDS
|
Credits
| Tim De Waard |
FHV BBDO |
Copywriter |
| Daniel Samama |
FHV BBDO |
Art Director |
| Mark Muller |
FHV BBDO |
Creative Director |
| Martin Cornelissen |
FHV BBDO |
Creative Director |
| Derk Van Beek |
FHV BBDO |
Strategy |
| Vincent Seeber |
FHV BBDO |
Strategy Executive |
| Eke Rog |
FHV BBDO |
Client Services Director |
| Niki Lodder |
FHV BBDO |
Account Manager |
| Ellen Visée |
FHV BBDO |
Account Manager |
| Hans Dekker |
FHV BBDO |
Online Producer |
| Carien Van Leeuwen |
FHV BBDO |
Online Producer |
| Bas De Graaf |
FHV BBDO |
Design Director |
| Nicole Clerc |
FHV BBDO |
Designer |
| Esmee Lechner |
FHV BBDO |
Digital Designer |
| Joris Van Tubergen |
Rooie Joris |
3d Printing Specialist |
| Dolf Veenvliet |
Macouno |
Designer |
| Marcel Kremer |
Mont Blanc |
Graphic Producer |
| Bert Hagendoorn |
|
Pr Manager |
| Lot Bosch Van Drakenstein |
|
Pr Manager |
Brief Explanation
After creating the font itself, our main obstacle was dealing with the technical challenges. Pushing the boundaries of 3D printing. How could we get our font to turn names into elephant skin? How could we automate the integration of the names from the database into the design of the elephant?
Our key objective was to recreate the texture of the skin and make the font work together with the printing technique to create a beautiful end result.
The Brief
Every year, thousands of young elephants are illegally captured, cruelly trained and sold into the tourism industry. Word Animal Protection started a petition. Not just a list of names, but the first 3D printed petition. Printed by five custom-built 3D printers.
How could we incorporate the names of the petitioners on the 3D printed elephant in an organic way? How could we turn the elephant into a petition?
How the final design was conceived
After closely examining the texture of elephant skin, the diamond pattern formed the basis of the design of the font.
All of the letters were connected and angular, so when seen from a wider perspective, they’d display lines that mimicked elephant skin. To produce the effect of imperfections, we chose to create our font with a marker and later digitalise it.
Indication of how successful the outcome was in the market
The Elefont integrated over 20.000 names of participants into the design of the elephant. The petition sparked a national debate, made hundreds of thousands aware of elephant suffering in the tourist industry. And convinced sixteen of the biggest travel organisations in Holland to stop offering elephant rides.