DIFFERENT VIEWS, ONE VISION

TitleDIFFERENT VIEWS, ONE VISION
ClientLEO BURNETT
Product / ServiceWWW.GANDHIJIFONT.COM
CategoryA09. Environmental Design
EntrantLEO BURNETT INDIA Mumbai, INDIA
Entrant Company:LEO BURNETT INDIA Mumbai, INDIA
Design/Advertising Agency:LEO BURNETT INDIA Mumbai, INDIA

Brief Explanation

The challenge was - how to establish to our audience that the font itself had the essence of the Mahatma. Also to utilise elements that have no adverse environmental impact. The objective was to create awareness that the font itself was inspired by the Mahatma and that it was designed specifically to bring alive his teachings & his vision in a way that would once again make them relevant to people of our time.

The Brief

Establish the strong connection between the Gandhijifont and Mahatma Gandhi and thereby the embodiment of his values in the font through an interesting experience for the general public in environment friendly manner.

How the final design was conceived

We realised that the idea lay in the font itself and just arranged the alphabets in a manner that seen from a particular point it would look like the silhouette of the Mahatma. Glass, which is an environment friendly element was used to achieve the necessary transparency so that all the layers could look like one.

Indication of how successful the outcome was in the market

Font downloads from the website www.gandhijifont.com saw a marked increase post the installations. The use of glass created a curiosity regarding the reasons behind it and when informed about the thought of using only environment friendly elements it was greatly appreciated and this in turn resulted in positive word of mouth. ENTRY

Credits

Name Company Position
K V Sridhar Leo Burnett National Creative Director
Payal Juthani Leo Burnett Creative Director
Nadine Pereira Leo Burnett Designer
Anirban Sanyal Leo Burnett Copywriter
Seema Sood Leo Burnett Director - Events/PR
Farhad Katgara Leo Burnett Head - Production Events/PR