THE LOST TYPOGRAPHY OF BAUHAUS
|Category||E01. Acquisition & Retention|
|Title||THE LOST TYPOGRAPHY OF BAUHAUS|
|Entrant||ABBY PRIEST Stockholm, SWEDEN|
|Idea Creation||ABBY PRIEST Stockholm, SWEDEN|
|Production||SWIM CLUB Stockholm, SWEDEN|
|Andreas Morne||Abby Priest||Client Director|
|pontus widell||Abby Priest||Creative|
|Anders Hellström||Abby Priest||Creative|
|Oskar Hellqvist||Abby Priest||Creative Director|
|Cecilia Höglund||Abby Priest||Account Manager|
|AJ Joseph||Adobe||Executive Creative Sr. Director|
|Sabina Strasser||Adobe||Sr. Group Manager Brand Marketing EMEA|
|Katja Dollinger||Adobe||Group Marketing Manager Consumer & SMB DACH|
|Doug Beach||Adobe||Sr. Creative Director|
|Daniel Vargas Díaz||Adobe||Creative Director, EMEA|
|Sara O Dea||Adobe||Art Director|
|Beth Lovett||Adobe||Group Manager, Creative Cloud Campaign Marketing|
|Gwen Meyer||Adobe||Manager, Campaign Marketing, Design|
|Katja Dollinger||Adobe||Group Mktg Mgr Consumer & SMB, Germany|
|Natalia Lopez-Beswick||Adobe||EMEA Campaign Manager|
|Erik Spiekermann||P98A||Lead Typographer|
Why is this work relevant for Direct?The Lost Typography of Bauhaus is a campaign that builds customer relationships by putting lost pieces of art history in the hands of a new generation of designers, encouraging them to keep the legacy alive through activations and creativity. A world-first and brand exclusive initiative to engage the target audience creative professionals. CTA Download the fonts and design like a master
BackgroundAdobe Typekit is a online service which offers a subscription library of high-quality fonts. The service is integrated in all Adobe Creative Cloud apps, such as Photoshop, Indesign and Illustrator. In summer 2018 Adobe wanted to inspire a new generation of creatives to design using typography. A campaign with the aim to increase the usage of Adobe Typekit amongst creative professionals, strengthen the relationship to the target audience and encourage them to create using Adobe’s fonts and software.
Describe the creative ideaIn the 1920s and 1930s the iconic design institute Bauhaus laid the foundation for modern design. Unfortunately the school’s existence was brief. The progressive ideas of Bauhaus were considered threatening to the Nazi agenda and in 1932 the school was abruptly shut down, only 14 years after its birth. The forced closure of the school resulted in a vast number of artworks and creative treasures never being completed, and what could’ve been design classics were left behind – lost to history. In collaboration with the Bauhaus foundation and a team of typographers led by legendary type designer Erik Spiekermann we turned sparse typographical sketches from the Bauhaus archives into five complete typefaces and made them available in Adobe Typekit. Giving what was initiated by the Bauhaus masters almost a century ago new life in the hands of a new generation of designers.
Describe the strategyUser data from Adobe Creative Cloud showed that the trial rate of Adobe Typekit, amongst potential customers and existing Creative Cloud customers, was low in comparison to other products. To get our target audience, creative professionals, to favor our service and fonts over the competition we needed to create something truly unique and engaging – beyond the technology and software. Our solution was to provide the professional creative community with unique assets, restored from the iconic design institute Bauhaus exclusively in Adobe Typekit. We targeted our audience with a multi-channel strategy, encouraging and inspiring them to: Download The Fonts And Design Like a Master.
Describe the executionThe unique typefaces were made available for download in Adobe Typekit, free for all Adobe Creative Cloud- and Typekit users. In an integrated online campaign, spanning from June 15 – August 31, 2018, the typefaces and the story about the project were spread globally through PR, social media and Adobe’s own channels (Youtube, Facebook, Instagram and Twitter) The target audience was activated through a series of competitions on Instagram and Behance with the challenge to design in Adobe’s apps using the fonts and Adobe Typekit. Further, we inspired our target audience with influencer collaborations, online seminars on Facebook, live events, a campaign video, Youtube tutorials and a documentary which in depth told about the project, the history of Bauhaus and the importance of typography.
List the resultsPrimary KPI Target: 10 000 font downloads. Result: 407 000 font downloads. Exceeding target by 3970%. Secondary KPI:s Target: 500 competition submissions Result: over 2000 competition submissions . Exceeding target by 305%. Target: 25 articles in relevant target media. Result: 162 articles in relevant target media. Exceeding target by 548%. (Gross reach estimation of the articles exceeds 800 million potential impressions. The overall sentiment was positive, with most articles mentioning the launch of fonts and the call-to-action on how to download them.) Additional Results 15 600 organic social posts generating 147 million potential impressions 1.3 million social media engagements (likes & comments) 297 000 unique visitors on campaign site
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