Cannes Lions

MUTANT FONT

AFRICA, Sao Paulo / AMNESTY INTERNATIONAL / 2015

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Case Film

Overview

Entries

Credits

Overview

Description

Mutant Font is a web-font designed to protect the privacy of those who have something to say on the internet. It was developed in a way to make it harder for automatic tracking systems to read it. We created an online microsite and invited influent Brazilian bloggers to test our font, actively engaging hundreds of them to start using it. By doing that, they’ve shown their support for our cause, and instantly transformed their blogs into media for our campaign. So, we were able to engage people on social media to help us promote online privacy.

Execution

We’ve teamed up with a typographer and designed seven font variations. An encryption specialist helped us to create the algorithm that shuffled the font code every 24 hours, making it even harder to crack. We’ve launched an online platform to transform normal text, into mutant-font protected texts. To use it, people only needed to copy the generated code and paste it in the HTML field of any blog-publishing platform. After publishing, the post would import the Mutant Font, and its content would become protected against automatic tracking systems.

Outcome

Right after its launch, the project sparked off debates worldwide, becoming news in important publications such as Fast Company and PSFK. It became a topic on the World Wide Web Consortium (W3C), about Public Privacy.

Hundreds of blogs from Brazil and abroad started using Mutant Font in their posts to show their support for our campaign, impacting millions online. Mutant Font was also tweeted and posted on facebook by thousands of people.

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