Billboard Design & Branding MICHAEL JACKSON by ALMAP BBDO Brazil

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Industry Magazines
Media Design & Branding
Market Brazil
Agency ALMAP BBDO Brazil
Creative Director Luiz Sanches Jr.
Art Director Marcos Kotlhar
Illustrator Andre Kassu, Marcos Medeiros
Released April 2011

Credits & Description

Category: Advertising Typography
Advertiser: BILLBOARD
Product/Service: MAGAZINE
Date of First Appearance: Apr 29 2011
Entrant Company: ALMAPBBDO, São Paulo, BRAZIL
Chief Creative Officer: Marcello Serpa (AlmapBBDO)
Creative Director: Luiz Sanches (AlmapBBDO)
Copywriter: Andre Kassu (AlmapBBDO)
Art Director: Marcos Medeiros (AlmapBBDO)
Art Director: Marcos Kotlhar (AlmapBBDO)
Illustrator: Marcos Medeiros (AlmapBBDO)
Media placement: - - - - -

Describe the brief from the client
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.

Describe the challenges and key objectives

-The challenge was to tell part of an artist’s story only using letters. Creating a typology that only Billboard could imagine.
An extensive research allowed us to reach a result with a strong visual impact and that tells part of these artists’ stories.

Describe how you arrived at the final design
-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.

Give some indication of how successful the outcome was in the market
-A great number of downloads of the Billboard font family.
We created a fun way for the consumer to interact with the brand.