| Title | BEAUTY FAUX FONT |
| Brand | VIDA NUTRISCIENCE |
| Product / Service | SNOW SKIN |
| Category | G01. Typography |
| Entrant | WUNDERMAN THOMPSON Makati City, THE PHILIPPINES |
| Idea Creation | J. WALTER THOMPSON PHILIPPINES Makati City, THE PHILIPPINES |
| Production | WUNDERMAN THOMPSON Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Golda Roldan | Wunderman Thompson Philippines | Manging Director |
| Dave Ferrer | Wunderman Thompson Philippines | Chief Creative Officer |
| Brandie Tan | Wunderman Thompson Philippines | Executive Creative Director |
| Javey Villones | Wunderman Thompson Philippi | Creative Director |
| Zachary Lim | Wunderman Thompson Philippines | Copywriter |
| Villarica Manuel | Wunderman Thompson Philippines | Art Director |
| Aldrin Alejandro | Wunderman Thompson Philippines | Editor |
| Pam Garcia | Wunderman Thompson | Executive Strategic Planning Director |
| Kathy Tambunting | Wunderman Thompson Philippines | Client Service Director |
| Marvin Osorio | Wunderman Thompson Philippines | Group Account Director |
| Angelique Vergara | Wunderman Thompson Philippines | Account Manager |
| Carol PeBenito | Wunderman Thompson Philippines | Agency Producer |
| Michael Gonzales | Wunderman Thompson Philippines | Digital Imager |
On Facebook, brands don’t have full control of their content. An algorithm blocks content that consists of more than 20% copy from being boosted. As a result, Snow Skin had to promote themselves with unique content without any additional cost.
Snow Skin’s Beauty Faux Font is a font made out of images so when passed through Facebook’s copy detection algorithm, they are read as images and are able to pass through undetected.
The entire design process was a balancing act of trying to fool the copy detection algorithm but still be readable to the human eye. To get the pictures function as a readable font, outlines of each letter were formed around an image of beautiful skin. The images were allowed to stretch beyond the letters’ outline to throw off the copy detection algorithm. To ensure readability for users, we chose a typeface that was wide enough to accommodate images and still had a strong enough silhouette despite the addition of images within.
Engagement reached as high as 38,000 reactions with 815 shares and 79 comments. Compared to an average of 343 reactions, the new font resulted in an 11,078% increase.