UNIQUE TYPES by AgenciaClick Isobar Sao Paulo, Isobar Sao Paulo for Association for Assistance to Handicapped Children (AACD)

UNIQUE TYPES

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Brazil
Agency AgenciaClick Isobar Sao Paulo
Director Leonardo Barbosa, Radesco, Ricardo Murdoch
Creative Director Fred Siqueira, Juliana Constantino
Art Director Diego Araujo
Copywriter Estevão Queiroga
Editor Luis Totem
Agency Isobar Sao Paulo
Art Director Gustavo Terra
Copywriter Eduardo Battiston
Released August 2009

Credits & Description

Category: Typography
Advertiser: AACD
Product/Service: CHILD CARE CENTRE
Agency: AGÊNCIACLICK ISOBAR
Date of First Appearance: Aug 16 2009 12:00AM
Entrant Company: AGÊNCIACLICK ISOBAR, São Paulo, BRAZIL
Entry URL: http://www.uniquetypes.cc/designers/index_en.html
Creative VP: Raphael Vasconcellos (AgênciaClick Isobar)
Creative Director: Juliana Constantino (AgênciaClick Isobar)
Creative Director: Fred Siqueira (AgênciaClick Isobar)
Creative Director: Diego Araújo (AgênciaClick Isobar)
Creative Director: Eduardo Battiston (AgênciaClick Isobar)
Art Director: Diego Araújo (AgênciaClick Isobar)
Art Director: Gustavo Terra (AgênciaClick Isobar)
Copywriter: Eduardo Battiston (AgênciaClick Isobar)
Copywriter: Estevão Queiroga (AgênciaClick Isobar)
UX Designer: Fabrício Teixeira (AgênciaClick Isobar)
Motion Designer: Fernando Colares (AgênciaClick Isobar)
Interactive Programmer: Francisco Adelano (AgênciaClick Isobar)
Production Assistant: Pamela Cardoso (AgênciaClick Isobar)
Production Assistant: Andreia Cequete (AgênciaClick Isobar)
Technology Director: Edson Sueyoshi (AgênciaClick Isobar)
Developer: Robson Dantas (AgênciaClick Isobar)
Developer: Leonardo Souza (AgênciaClick Isobar)
Developer: Mônica Machado (AgênciaClick Isobar)
Developer: Danilo Martins (AgênciaClick Isobar)
Account Manager: André Chueri (AgênciaClick Isobar)
Project Manager: Douglas Bocalão (AgênciaClick Isobar)
Director: Leonardo Barbosa (Colméia)
Director: Radesco (Colméia)
Director: Ricardo Murdoch (Colméia)
Cinematographer: Tiago Tambelli (Colméia)
Editor: Luis Totem (Colméia)
Color Grading: Murilo Peres (Colméia)
Media placement: Font-types - Website - 16/08/2009

Describe the challenges and key objectives
Even after years of fighting prejudice, it is still a challenge to show the public that people with special needs are able to perform practically all tasks performed by an able bodied person.

Describe the brief from the client
The biggest challenge was to transmit the message in a new and engaging way.

Describe how you arrived at the final design
After visiting AACD's Child Care Center, we understood that the children could be the real inspiration for the solution. So we decided to design the fonts after them. Also, we understood that the message was too important to rely only in a campaign, so we decided to open the creative process, invite designers and agencies to spread the message with us and built a plataform that could exist munch longer than a campaign regular time.

Give some indication of how successful the outcome was in the market
We started to receive typefaces from all over the world, the top creative directors from Brazil, such as Marcelo Serpa, Washignton Olivetto and Fabio Fernandes, joined the campaign and used the font types on their client's print ads, spreading the message. Also, major media vehicles, such as Estadão and MTV also joined spontaneously the campaign, giving us much more than we expected.