Background

The Moon Festival, also known as the Mid-Autumn Festival or Lunar Festival, is deeply connected to China's history and heritage. This year, it will be observed on September 21, the 15th day of the eighth lunar month; the fullest and brightest moon of the year. This time of the year holds a symbolism of togetherness as the full moon means the reunion of the family and resiliency. As the notion of community and resiliency is becoming ever more important in post-pandemic context - the creative agency, FRED & FARID Shanghai, has created MoonFace on the occasion of the Moon Festival to celebrate this tradition. "MoonFace", inspired by the shape and the rotation of the moon, includes 26 letters, 10 numbers and 20 punctuations. Each letter is surrounded by a circle to indicate the complete state of the moon, and the changing axis is a representation of its

Describe the creative idea (40% of vote)

Our main target was our clients: urban, living in 1st and 2nd tier city in China, digital friendly, working in marketing/communication, willing to collaborate with creative agencies. Secondary clients: journalists and influencers (also urban, digital friendly, mostly aged between 18 to 35yo)

Describe the execution (40% of vote)

A typeface specially designed to celebrate the Moon Festival. "MoonFace" is a typeface inspired by the shape and the rotation of the moon and includes 26 letters, 10 numbers and 20 punctuations. Each letter is surrounded by a circle to indicate the complete state of the moon, and the changing axis is a representation of its rotation and the infinite angles behind it. A way to remind us that just like the moon, we have the power to shift and refresh ourselves in a cyclical process - and that our world is in perpetual motion that we can embrace.

List the results (20% of vote)

8k scans on our typeface’s QR code +40 PR coverage on advertising/communication and creativity media; not only in China but also USA, France, UK, Italy, Australia, etc