Comercial Arge, the exclusive distributor of Pilot products in Spain, commissioned a web application, www.pilothandwriting.com, to let people turn their handwriting into a digital font. The site, designed to help people value their capacity to write by hand, became popular as users sent emails to one another in their own handwriting. The campaign won a Gold Cyber Lion at Cannes International Advertising Festival.
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The Handwriting campaign was developed at Grey Group Spain, Barcelona, by executive creative director Jürgen Krieger, creative directors Joan Mas, José Miguel Tortajada, Alex Martin, art directors Daniel Paez and Oscar Amodia, copywriter Daniela López and Luke Sholer, head of TV department Carmen Orbe, planner Domenec Salvia, account director Núria Mimó, account manager Elaine Machado, producer Nuria Madriles, media director Carme Coll