Toyota’s iQ Font campaign from Belgium has won the Grand Prix for Design at Cannes International Advertising Festival. The campaign provided a downloadable font that demonstrated the unique agility and perfect control of the iQ. Typographers Pierre and Damien, from Pleaseletmedesign, and interactive artist Zachary Lieberman worked with pro racer Stef van Campenhoudt to design a font using the iQ. The making-of video, distributed on Vimeo, pointed to Toyota’s website and invited viewers to download their free copy of the font and book for a test drive. A great way to reach the target audience, 18-35 year old urban people in communities that fit the iQ’s core values: design, technology and automotive.
The making of video was featured on over 6000 influential design, technology and automotive blogs worldwide. The stunt also received offline media attention in leading design and technology magazines all over the world. It was even broadcasted at the Typophile festival in New York, and at ‘Centre Pompidou’, the museum for modern art at Paris. The iQ Font was downloaded over 24000 times from the Toyota website. All this with 0 euro media budget.
Click on the image below to play the video in YouTube (HD)
The IQ Font campaign was developed at Happiness Brussels by creative manager Karen Corrigan, creative manager/creative director Gregory Titeca, account director Pascal Kemajou, creative Tom Galle and Ramin Afshar, head of art Cecilia Azcarate Isturiz.
Music in the video is “Thin Consolation” by Cupp Cave