Why is this work relevant for Direct?

Obra Typeface is Direct campaign that made National Artists easily accessible to every Filipino. The campaign began with a typeset inspired by National Artist Abdulmari Imao named Imao Obratypeface (Imao.otf). This was then uploaded online, free for all to download directly. Because of this, many artists were able to use the font to create their own Imao.otf designs. The freedom to use Obra Typeface resulted in many beautiful designs inspired by National Artist Abdulmari Imao. Each one, raising the awareness for Imao’s name. And each one, inspiring other artists to craft their own pieces with Imao Obra Typeface.

Background

The Philippines is home to many Filipino National Artists. But, when you ask on the streets, people can name only a few. Some, don’t even know a single one. Ayala Museum, one of the country’s cultural patrons, wants to change that.

Describe the creative idea (30% of vote)

THE OBRA TYPEFACE. The typeface that makes National Artists accessible to Filipinos. Each typeface is named after a Filipino National Visual Artist, and each character is designed according to their art style. Everyone is free to use the font, wherever and however they please. By doing so, the works and names of each artist will enter into the mainstream, familiarizing many with their works, their name, and their art form. The first typeset to launch was one inspired National Artist Abdulmari Imao named Imao Obra Typeface (Imao.otf). In the future, more National Artists will have their own versions of the typeface.

Describe the strategy (20% of vote)

We had to target a sector with a wide reach and an influential voice. That sector is the arts and design industry. So we created a resource that we knew would resonate well with those in the creative field, a typeface. The strategy worked as many designers downloaded the font and turned the Imao Obra Typeface into wonderful works of art—most of which were then displayed inside the Ayala Museum pop-up shop. There, QR codes were placed inside giving people easier access to download Obra Typeface and learn more about Imao.

Describe the execution (20% of vote)

The team released Imao Obra Typeface online, free for all to use. The typeface was then promoted on Ayala Museum’s social media feed, to attract the attention of artists. The campaign began in May 2019 and is still running today. Obra Typeface was made available online for anyone to use and many used the font to create their own designs. These works were then displayed inside Ayala Museum, but in the guise of a pop-shop. Here, people could purchase the works directly from the supplier, as if shopping inside the mall, helping increase the awareness of the campaign. There were also QR codes inside the shop to give people easier access in downloading the typeface.

List the results (30% of vote)

Press and media picked up the campaign after its launch, resulting in 8M potential reach. (Source: Digimind) The font has also been downloaded over 2,000 times and used by many artists all over the country—creating their own unique Imao-inspired works. From a name only known within the museum circle, Imao became a talking point on social media, with conversations initiated by ordinary Filipinos.