Title | THIS IS YOUR TYPE |
Brand | ADOBE SYSTEMS NORDIC |
Product/Service | ADOBE CREATIVE CLOUD |
Category |
A01. FLAT MAILING |
Entrant Company
|
ABBY NORM Stockholm, SWEDEN
|
Advertising Agency
|
ABBY NORM Stockholm, SWEDEN
|
Credits
Oskar Hellqvist |
Abby Norm |
Art Director |
Emil Frid |
Abby Norm |
Art Director |
Dan Göransson |
Abby Norm |
Copywriter |
Olle Nordell |
Abby Norm |
Creative Director |
Amanda Liljenäs |
Abby Norm |
Account Manager |
Andreas Morne |
Abby Norm |
Account Director |
Camilla Thuresson |
Abby Norm |
Final Art |
Emily Pennström |
Abby Norm |
Final Art |
The Brief
Adobe was hosting an inspirational event named “Create Now – New Creative Meet Up”, themed around creativity, and wanted to invite the top creatives of the Nordics. 239 creative professionals were chosen; a mix of prospective and current users of Adobe Creative Cloud.
The invited were all top profiles from the creative industry, working at important advertising agencies, production companies and design studios. These people are bombarded with invitations and requests every day. To stand out and get them to attend the event, we needed to make them feel honoured and personally invited.
Creative Execution
Typefaces are something almost every creative use in their profession. The execution was extra relevant to the brand since the typefaces were all made using Adobe software.
Describe the creative solution to the brief/objective.
Using Adobe software, we painstakingly handcrafted 239 personal typefaces with unique ligatures, each inspired by and named after the creatives themselves. The typefaces were a mix of thin and fat sans serifs, various roman types, stencil typefaces and slab serifs.
Posters portraying the typefaces with an integrated invitation text were sent out digitally and postally. To get the actual typeface file the invited just had to show up at the event to claim their USB-stick carrying the file.
Results
All the 150 seats at the event were filled and many of the people not able to attend contacted Adobe and begged to get a hold of their personal typeface. The invitation itself created PR in influential Nordic creativity media and helped Adobe build a relationship with new brand ambassadors.