| Title | RYMANSECO |
| Brand | RYMANS |
| Product/Service | TYPEFACE |
| Category |
C03. OTHER CONSUMER PRODUCTS (INCL. DURABLE GOODS) |
|
Entrant Company
|
GREY LONDON, UNITED KINGDOM
|
|
Advertising Agency
|
GREY LONDON, UNITED KINGDOM
|
|
Production Company
|
MONOTYPE London, UNITED KINGDOM
|
Credits
| Nils Leonard |
Grey London |
Chief Creative Officer |
| Dan Rhatigan |
Monotype |
Type Director |
| Nick Rowland |
Grey London |
Creative Director |
| Andy Lockley |
Grey London |
Creative Director |
| Henrik Ridderheim |
Grey London |
Creative |
| Debbie Vayanos |
Hogarth Worldwide |
Font Designer |
| Gunnar Vilhjalmsson |
Monotype |
Senior Type Designer |
| Bal Pawar |
Hogarth Worldwide |
Studio Manager |
| Felipe Montt |
Grey London |
Creative |
| Henrik Dufke |
Grey London |
Creative |
| Nicky Russell |
Grey London |
Creative Producer |
| Alix Toothman |
Grey London |
Planner |
| James Sutton |
Grey London |
Business Director |
| Sophie Fredheim |
Grey London |
Account Director |
| Lucy Dunn |
Grey London |
Creative Producer |
| Grant Paterson |
Grey London |
Account Manager |
| James Cleary |
Grey London |
Designer |
| Dee Butler |
Greyworks |
Head Of Broadcast |
| Ted Howe |
Greypossible |
Head Of User Interface Development |
| Cat Hurst |
Greypossible |
Senior Digital Project Manager |
The Brief
Ryman is the UK’s leading stationer. The target audience for this campaign was Ryman’s existing SMB customer base. Most small businesses share some level of environmental concern about their business printing, but it’s often pushed aside by more pressing concerns.
Every year, more than 65 million printer cartridges are sold in the UK and almost 1.5 billion globally. The cartridges are comprised of various toxic, oil-intensive, and largely non-biodegradable materials that can take over 1,000 years to break down.
Ryman wanted to allow people to do something good for the environment without having to make compromises.
Creative Execution
We developed the idea of producing the world’s most beautiful sustainable font, and then created it for real.
Ryman Eco is a font that is beautiful, sustainable and completely free. If everyone used Ryman Eco when printing, we would save over 490 million ink cartridges and nearly 15 million barrels of oil, equivalent to 6.5m tonnes of CO2 emissions a year.
Ryman is fully committed to reducing carbon emissions wherever possible and realises this commitment is important to its customers, so they have delivered on this ambition by creating an entirely new font for their customer base.
Describe the creative solution to the brief/objective.
We created the world’s most beautiful sustainable font - Ryman Eco. We wanted to find the perfect balance between saving ink, legibility and aesthetics:
• Uses an average 33% less ink than standard fonts
• Beautiful and legible when printed: at standard point size (10-14 point) Ryman Eco looks like a normal font thanks to the inherent bleeding of ink
• Completely free for any purpose, available via download
We built a simple website where people could download the font itself. The font then lives as a branded tool within font drop-down menus across Mac and PC.
Results
At time of writing:
• The video was viewed 83,027 times, in 138 of the world’s 196 countries (70.4%).
• Of the 83,027 people who watched the video, 53,108 have downloaded it (63.96%).
The font attracted lots of attention on Twitter, including re-Tweets by WWF UK during Earth Hour, and has had coverage from the BBC, Creative Review, Evening Standard, and Fast Company – even making national front page news in Argentina’s ‘El Nacional’ newspaper.
As people start to use Ryman Eco, the font launch has helped Ryman succeed in its CSR mission to get the world to print more sustainably