2009 Winners & Shortlists

IQ FONT

Advertiser	TOYOTA
Product	TOYOTA IQ
Entrant	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

Details

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.