| Title | FONT ME |
| Brand | ADOBE SYSTEMS |
| Product / Service | ADOBE CREATIVE CLOUD |
| Category | A06. Best Use of Other Digital Platforms in a Direct Campaign |
| Entrant | HAKUHODO Tokyo, JAPAN |
| Entrant Company | HAKUHODO Tokyo, JAPAN |
| Advertising Agency | HAKUHODO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Taichi Sugiura/Takeshi Maruta/Masaru Yokota | Cinra Inc. | Event Producer/Media Partner |
| Jun Murota/Yuhei Sawabe | Tow Co./Ltd./Iam Inc. | Event Producer |
| Kenichiro Tanaka | Bascule Inc. | Production Producer |
| Takahiko Aoki/Ryoichi Nakahigashi | Hakuhodo Inc. | Account Executive |
| Takashi Hirukawa | Acut | Movie Director |
| Muryo Honma/Hiroyuki Hori | Rhizomatiks Inc. | Device Engineer |
| Yuki Tamai | Hoseisya Inc. | Device Producer |
| Shogo Yano | Deltro Inc. | Programmer |
| Tsuubito Ishii | Buffer Renaiss | Device Developper |
| Shojiro Nakaoka | Bitztream Inc. | Sound Designer |
| Toshiaki Nakazawa/Taishi Chihara/Yusuke Kanno | Fishgrove Inc. | Technical Director/Programmer |
| Ken Murayama | Deltro Inc. | Technical Director/Interface Developper |
| Motoi Ishibashi | Rhizomatiks Inc. | Technical Director/Device Programmer |
| Yoshikazu Iida | Bascule Inc. | Creative Technical Director |
| Tomomi Motose | Bascule Inc. | Planner/Director |
| Hitoshi Futami | Hakuhodo Inc. | Executive Producer |
| Masanori Sakamoto | Deltro Inc. | Art Director/Designer/Typographer |
| Seiichi Ookura | Hakuhodo Inc. | Copywriter |
| Kampei Baba | Bascule Inc. | Creative Director |
| Koichi Katsumata | Hakuhodo Inc. | Creative Director/Planner |
The main target of this campaign is the usual “non (professional)-creators”. Have the “non-creators” experience the joy of “creation”, and become brand advocates. Generate interest to Creative Cloud and Adobe’s creative solutions. Design an experience where there is no need for knowledge or technique, but anyone could enjoy “creation”. Having your own original font can become a starting point of being creative. Create a digital installation realizing live action into fonts.
We made Live Action Font Maker: "Font Me” which is a digital installation realizing live action into digital fonts. Just move your body, and anyone can create their own fonts to give shape to their imagination and experience the joy of creation. Adobe believes that the act of creation will better the world, and has been developing and introducing various digital tools. In 2012, Adobe launched a new membership service, Creative Cloud, which allows more users to easily utilize its creative tools.
Brief: Design a real-direct campaign with unique digital installation realizing live action into fonts; “Font Me”. We implemented live events where anyone could participate in, and experience the joy of “creation” with this digital installation. Objective: Contact with “non-creator” not through online touch point but in real one through the real enjoyable experience. Response rates & desired outcome: More than 10,000 real participants (teaser movie audience: over 10,000 people) will create their very own font to give shape to their thoughts and imagination and share them with others via social networks. (simulation forecast: more than 50,000 target audience reach)
Over 50,000 participants enjoyed Adobe’s memorable events. It spread smiles over the faces of participants and created huge buzz. Over US$1.3million worth of publicity was generated and “Font Me” became a top topic in social media. Many people also accessed “Font Me” online, and became brand advocates together with the event participants. Research showed a lift in brand awareness, perception and interest scores, and the launch of Adobe Creative Cloud was a great success. Having their own original font motivated users to become creative, build an emotional bond with Adobe, and continue and enhance usage of Adobe’s creative solutions.