Winners & Shortlists

HOMELESS FONTS

TitleHOMELESS FONTS
BrandFUNDACIÓ ARRELS
Product/ServiceHOMELESS FONTS
Category C08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company THE CYRANOS McCANN Barcelona, SPAIN
Advertising Agency THE CYRANOS McCANN Barcelona, SPAIN
Production Company OXIGENO Barcelona, SPAIN
Credits
Name Company Position
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

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.

Creative Execution

Because it got another way of financiation for the foundation.

Describe the creative solution to the brief/objective.

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.

Results

More than 30,000 downloads 200.000 people visited the website. 37% more funds raised.