TYPO STORIES by Grey Barcelona for Pilot Pen

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TYPO STORIES

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Industry Stationery
Media Design & Branding
Market Spain
Agency Grey Barcelona
Executive Creative Director Jurgen T. Krieger
Creative Director Alex Martin
Art Director Oscar Amodia The Cyranos, Daniel Paez
Copywriter Luke Sholer, Pablo Herrera - Mariella Rivera - Daniela Lopez
Photographer David Barra
Released February 2010

Credits & Description

Category: Typography
Advertiser: COMMERCIAL ARGE, PILOT
Product/Service: PILOT LIGHT HIGHLIGHTER
Agency: GREY ESPAÑA
Date of First Appearance: Feb 19 2010 12:00AM
Entrant Company: GREY ESPAÑA, Barcelona , SPAIN
Executive Creative Director: Jurgen Krieger (Grey Barcelona)
Art Director: Daniel Paez (Grey Barcelona)
Creative director: José Miguel Tortajada (Grey Barcelona)
Creative director: Joan Mas (Grey Barcelona)
Copywriter: Luke Sholer (Grey Barcelona)
Creative Director: Alex Martin (Grey Barcelona)
Art Director: Oscar Amodia (Grey Barcelona)
Planner: Domenec Salvia (Grey Barcelona)
Copywriter: Daniela López (Grey Barcelona)
Photographer: David Barra (David Barra Photo)
Media placement: Press Magazine - Magazine: Hogares, Motoracing, Motocasion - 19/02/2010
Media placement: Poster Outdoor - Shopping Mall - 20/04/2010

Describe the challenges and key objectives
We had to convey the product benefit while establishing a clear, recognisable visual identity.

Describe the brief from the client
The client asked us to build awareness for their highlighter Pilot Light.

Describe how you arrived at the final design
Words are the foundation of Pilot’s identity. Whether you want to write, correct, erase or highlight them. So we thought, let’s take words and design them into scenes from real life. And use typography to bring them alive. But as in real life, the most important part of a situation is not always the most obvious. With the Pilot highlighter you can get to the point easily.

Give some indication of how successful the outcome was in the market
We spread these ‘encoded’ images through print and outdoor media. And gave people the opportunity to discover the stories behind the typographic designs that at first seemed to be just a jumble of words.