2009 Winners & Shortlists
Interactive
IQ FONT
TOYOTA
TOYOTA IQ
HAPPINESS BRUSSELS, BELGIUM
TOYOTA
TOYOTA IQ
HAPPINESS BRUSSELS, BELGIUM
| Type of Entry: | Interactive Campaigns |
| Category: | INTERACTIVE CAMPAIGNS |
| Title: | IQ FONT |
| Advertiser/Client: | TOYOTA |
| Product/Service: | TOYOTA IQ |
| Entrant Company: | HAPPINESS BRUSSELS, BELGIUM |
| Advertising/Web Design Agency: | HAPPINESS BRUSSELS, BELGIUM |
| Creative Credits | |
| Name | Company | Position |
| Karen Corrigan/Gregory Titeca | Happiness Brussels | Creative Management |
| Gregory Titeca | Happiness Brussels | Creative Director |
| Pascal Kemajou/Julien Beck | Happiness Brussels | Account Team |
| Tom Galle | Happiness Brussels | Creative |
| Ramin Afshar | Happiness Brussels | Creative |
| Cecilia Azcarate Isturiz | Happiness Brussels | Head of Art |
| Pierre Smeets/Damien Aresta | Pleaseletmedesign | Graphic Designers |
| Zachary Lieberman | Software Developer |
Brief Explanation: |
| Toyota launches the new iQ, a compact car that combines sleek design and cutting edge technology. Our briefing was to communicate the unique agility and perfect control of the iQ in a relevant way to a target group of 18-35 year old urban people. We want to reach the communities that fit the iQ’s core values: design, technology and automotive. We need a concept that can merge these three strong online communities. To demonstrate its incredible agility, the new Toyota iQ is the first car in the world ever to create an entire font from A to Z. To make this project happen we collaborated with an interactive artist, a graphic design studio and a rally driver. The viral making of video was posted on Vimeo, with a direct link to the Toyota site where people could download the font for free. The viral video was picked up by thousands of influential blogs in design, technology and automotive, and the font was downloaded over 24.000 times. |
