Cannes Lions

CASA CALEB

OMD GUATEMALA / CASA CALEB / 2014

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Case Film
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Overview

Entries

Credits

Overview

Execution

We asked the senior citizens to create typography from their unique handwriting. Four art directors scanned and digitized their handwriting and created custom typefaces that can be used on any computer.

Each font is named after the seniors, so their names are preserved in prosperity.

The typefaces are available to be downloaded at www.realcharacters.org for a donation of $2 each. All proceeds go to Casa Caleb nursing home to help improve the seniors’ lives.

Outcome

23,000 downloads from more than 100 countries around the world in just one month.

All the TV channels in Guatemala covered the initiative.

More than 5 million views, shares and posts in social media in one month.

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