Why is this work relevant for Brand Experience & Activation ?

Obra Typeface is a brand experience and activation meant to bring a forgotten national artist’s name back into mainstream culture. Ayala Museum launched the typeface online, free for all to experience. Many artists were able to use the typeface by producing their own work which was exhibited in Ayala Museum. But instead of a normal gallery, they transformed it into a pop-up shop where people can try the typeface firsthand in many ways. They can download the font there, buy the works, and even print their own shirt. Obra Typeface was able to attract a wide audience and engage them

Background

Many Filipinos are unaware of the works, and even the names, of their own National Artists. To remind them, Ayala Museum packaged the legacies of National Artists into something that’s easily accessible and instantly memorable—a typeface.

Describe the creative idea (20% of vote)

OBRA TYPEFACE. Writing National Artists into mainstream culture. Each typeface is named after a Filipino National Visual Artist, and each character is designed according to their art style. Everyone is free to apply the font, wherever they please. By doing so, the works and names of each artist will enter into the mainstream, familiarizing many with the artists. The first set to launch was the IMAO OBRA TYPEFACE (IMAO.OTF) inspired by National Artist Abdulmari Asia Imao. And in the future, many more National Artists will also be featured as a part of Obra Typeface. The font is available for anyone to use and can be downloaded at www.obratypeface.com

Describe the strategy (20% of vote)

The target audience are the Filipinos who aren’t knowledgeable of Filipino National Artists. To help them remember, we created typefaces that are inspired by and named after National Artists. Typefaces they interact with every day. This way, every time they use the typeface, they remember the artists and their contribution to Philippine art.

Describe the execution (30% of vote)

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.

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.