Winners & Shortlists

THE UNIVERSAL TYPEFACE

Short List
TitleTHE UNIVERSAL TYPEFACE
BrandBIC DEUTSCHLAND
Product/ServiceBIC CRISTAL BALLPOINT PEN
Category A07. USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN
Entrant Company DDB GERMANY DÜSSELDORF, GERMANY
Advertising Agency DDB GERMANY DÜSSELDORF, GERMANY
Credits
Name Company Position
Eric Schoeffler DDB Group Gmbh Cco
Dennis May DDB Group Gmbh Managing Director Creative
Jan Propach DDB Group Gmbh Creative Director
Dominika Zajac/Christian Bueltmann/Fabian Jung DDB Group Gmbh Art Director
Tobias Hecking DDB Group Gmbh Copywriter
Sönke Bruns DDB Group Gmbh Account Manager
Jouke Vuurmans Media Monks BV Executive Creative Director
Joris Pol Media Monks BV Executive Producer
Quinten Beek Media Monks BV Project Director
Nicolas Mollien Media Monks BV Creative/Art Director
Matthijs Klip Media Monks BV Data Creative
Willem Baas Media Monks BV Ux
Elbert Niezen/Jorge Garcia Media Monks BV Designer
Maxwell Reed Media Monks BV Animator
Hendrik/Jan De Harder/Nigel Manson Media Monks BV Front/End Developer
Richard Mulder Media Monks BV R/D Developer
Johan Holwerda Media Monks BV Canvas Specialist
Chase Sillevis Media Monks BV Back/End Developer
Matthew Elworthy Media Monks BV Copywriter

The Brief

With over 100 Billion items produced by Bic, the Cristal ballpoint pen is the best selling pen ever. It can be called the world’s pen – the universal pen. Yet this pen is so universal, such a commodity that it hardly gets the attention it deserves. We were tasked to change that, especially in the design-savvy community on the web, where the concept of writing by hand seems kind of counter-intuitive at first glance.

Creative Execution

If it hasn’t happened already, handwriting is just about to get a problem of relevance. Why? Because of the web. So we needed to find a way to show how the web might add to handwriting and at the same time give handwriting an additional dimension that’s meaningful to the web and could only be realized thanks to the web. That’s why we used the unifying dimension of the web and started bringing people together in real time right where they are: in front of their computer with their smartphone ready at hand.

Describe the creative solution to the brief/objective.

The idea: If there’s a universal pen, there should be a universal handwriting. Time for an experiment. On www.theuniversaltypeface.com we firstly address design and especially typography-savvy users, who enter their own handwriting, which then becomes part of the universal typeface – an ever-changing, evolving font that can be downloaded at various stages of development, which then trickles down to a broader user base. In essence it’s the first crowd sourced cross-section of human handwriting. As many people from as many countries as possible should participate.

Results

So far more than 1,7 million letters have been entered into the system by people from more than 140 countries. Reputable press including time magazine, Washington Times, NBC, Huffington Post and Wired reported on the project. Like today’s world the resulting typeface is dynamic and continuously changing in a very hands on, direct way – the universal typeface made possible by the universal pen.