Title | DIFFERENT VIEWS, ONE VISION |
Brand | LEO BURNETT |
Product / Service | WWW.GANDHIJIFONT.COM |
Category | A09. Environmental Design |
Entrant | LEO BURNETT INDIA Mumbai, INDIA |
Entrant Company: | LEO BURNETT INDIA Mumbai, INDIA |
Design/Advertising Agency: | LEO BURNETT INDIA Mumbai, INDIA |
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 |
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.
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.
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.
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