Cannes Lions

MAGAZINE

ALMAPBBDO, Sao Paulo / BILLBOARD / 2011

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Overview

Entries

Credits

Overview

Description

After a campaign with great impact with the concept “Music. See what it’s made of,” the client requested a new campaign. One that talked about Billboard’s authority in music and that allowed for interaction with the reader.

Execution

-Artists are made of stories. Magazines are made of letters. With this thought, we reached the concept “Music. Read what it’s made of.” This maintained the magazine-launch campaign essence and allowed for a new approach.

Six artists were chosen, and typologies were created for each of them. Each letter tells a part of each artist’s story. Influences, record covers, music videos, their biographies. A campaign with details worth discovering.These Billboard fonts were made available on the Internet for consumers to download and use at will. They could be used in emails, documents, printouts of any size… all with their favourite artist’s font. Additionally, we created Billboard Transfertype, an insert in Billboard magazine. This ad brought a family of fonts on transfers that consumers could apply wherever they wanted. Customization meets Billboard’s musical expertise.

Outcome

-A great number of downloads of the Billboard font family.

We created a fun way for the consumer to interact with the brand.

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