| Title | SMILEWICH TYPEFACE |
| Brand | KRAFT PHILIPPINES |
| Product / Service | EDEN CHEESE |
| Category | A10. Typography |
| Entrant | JWT MANILA, THE PHILIPPINES |
| Entrant Company: | JWT MANILA, THE PHILIPPINES |
| Design/Advertising Agency: | JWT MANILA, THE PHILIPPINES |
Credits | |
| Name | Company | Position |
|---|---|---|
| Dave Ferrer | JWT Manila | Executive Creative Director |
| Joe Dy | JWT Manila | CD / Copywriter |
| Katrina Encanto | JWT Manila | Art Director |
| Golda Roldan | JWT Manila | Client Services Director |
| Iea nepomuceno | JWT Manila | Account Director |
| Anne Pagaduan | JWT Manila | Account Manager |
| Carol Pe Benito | JWT Manila | Print Producer |
| Maika Zialcita | JWT Manila | Broadcast Producer |
| RJ Alfonso | JWT Manila | Photographer |
| James Mendoza | JWT Manila | Final Artist |
| Pam Garcia | JWT Manila | Head of Strat Planning |
There was a need to create a unique brand identity for the Smilewich program that could be easily associated with the brand Eden Cheese.
Last year, after typohoon Ketsana devastated The Philippines, the mood everywhere was somber and defeated. In an effort to help the victims and uplift their spirits, Kraft Eden Cheese launched a relief program called Operation Smilewich. A unique donation and feeding program for the victims that involved packaging cheese sandwiches in personalized paperbags decorated with messages of hope.
As part of the event's brand identity, the Smilewich Typeface was created. Using slices of the actual product, letters were carved out to form a unique cheese typeface. Counter to the prevalent sadness at the time, the typeface was designed to be comforting, bright and soft. This new typeface was used accross all promotional materials for the event.
The type was used in all promotional materials for the Smilewich program. Turnout for the event exceeded expectations and generated up to 1.5million in free media attention.