For 2017, the fleeting quality of ideas inspired us to create an ever-changing campaign. Using an exclusive algorithm, we developed posters that were mutable in all aspects: logo, tagline, colors and specially type. An exclusive algorithm generated every possible form of the 26 letters of the alphabet, which changed in real time online and in guerrilla projections in São Paulo. The typography process started by creating a grid based on the original Creative Club’s logo – a star, with 55 intersection points. We then established those points as a guideline for the algorithm. Each letter should respect the intersections and still maintain a form that was recognizable. The result was a typography animated in real time by its own changes.

The Brazilian Creative Club is the most important advertising institution in the country. Since 2012, the Club promotes its own Festival, that awards the creative work that stood out during the year and that brings great names to discuss all areas of creativity. Each year, the Festival has a different theme, a new campaign and a new branding to encourage people to attend.