Title | MELANOOMPUNT: DOTTED I'S |
Brand | MELANOOMPUNT |
Product/Service | MELANOMA DOTS |
Category |
A03. Print & Publishing |
Entrant
|
FAMOUSGREY Brussels, BELGIUM
|
Idea Creation
|
FAMOUSGREY Brussels, BELGIUM
|
Additional Company
|
MELANOOMPUNT Sint-Niklaas, BELGIUM
|
Credits
Tom Van der Velde |
Melanoompunt |
Client Contact |
Peter Ampe |
FamousGrey |
Creative Director |
Jonas Caluwé |
FamousGrey |
Creative |
Johan Van Oeckel |
FamousGrey |
Creative |
Jef Leysen |
FamousGrey |
Account Director |
Aze Van Coillie |
FamousGrey |
Strategic Planner |
Franco Scaramuzza |
FamousGrey |
Studio |
Elke Helbig |
FamousGrey |
Designer |
Cultural / Context information for the jury
Melanoma is a type of skin cancer that develops from the pigment-producing cells known as melanocytes. As serious as this sounds Melanoma can easily be prevented. All people have to do is check their birthmarks regularly. If they change color or shape, they might be turning into skin cancer. However, most of us don’t pay any attention to the spots on our skin.
Translation. Provide a full English translation of any text.
copy on the last page of the newspaper reads: "You probably didn't notice but the headlines in this newspaper were full of birthmarks that could be skin cancer".
CTA: Check your skin regularly and get an annual checkup from a dermatologist.
Tell the jury about the typography.
We worked together with Belgium’s biggest quality newspaper and changed a small part of their famous font: the dots on the i‘s. It was an exercise in subtlety. On the one hand, the dots had to blend in with the original typeface. But on the other hand, they had to stand out just enough to get noticed by people who paid attention. What makes this so impactful, is the fact that we took something well known like the dots on the ‘i’, and with a simple twist we turned it into a meaningful message.