Winners & Shortlists


Production Company MONOTYPE London, UNITED KINGDOM
Name Company Position
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.


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