Globosat Design & Branding TYPOGRAPHY MADE BY THE PASSION OF FANS by Wieden + Kennedy Sao Paulo

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Brazil
Agency Wieden + Kennedy Sao Paulo
Executive Creative Director Damian Coscia, Ícaro Dória, Guillermo Vega
Art Director Pedro Izique, Santiago Dulce, Gabriel Guedellha
Copywriter Luiz Filipin, Paula Sabater-Hernán Rebalderia, Carolina Velloso
Producer Cecilia Berroja-Albiz
Released June 2011

Credits & Description

Category: Advertising Typography
Advertiser: GLOBOSAT
Executive Creative Director: Icaro Doria (Wieden + Kennedy SP)
Executive Creative Director: Guillermo Vega (Wieden + Kennedy SP)
Managing Director: Andre Gustavo (Wieden + Kennedy SP)
Art Director: Pedro Izique (Wieden + Kennedy SP)
Copywriter: Luiz Filipin (Wieden + Kennedy SP)
Copywriter: Hernan Rebalderia (Wieden + Kennedy SP)
Art Director: Santiago Dulce (Wieden + Kennedy SP)
Copywriter: Carolina Velloso (Wieden + Kennedy SP)
Art Director: Gabriel Guedellha (Wieden + Kennedy SP)
Head Of Production: Endy Hedman (Wieden + Kennedy SP)
Producer: Cecilia Berroja-Albiz (Wieden + Kennedy SP)
Account Director: Paula Obata (Wieden + Kennedy SP)
Planner: Adriana Baralle (Wieden + Kennedy SP)
Planner: Kiko Steinhoff (Wieden + Kennedy SP)
Planner: Gabriela Bottura (Wieden + Kennedy SP)
Media Director: Renata Valio (Wieden + Kennedy SP)
Media Supervisor: Tamara Cortez (Wieden + Kennedy SP)
Graphic Producer: Rubens Galera (Wieden + Kennedy SP)
Communication Director: Pedro Garcia (Globosat)
Communication Manager: Julio Damasceno (Globosat)
Media placement: Poster - Newspaper - 13 June 2011
Media placement: Direct Mailing - Mailings Distributed For 4000 Fans - 13 June 2011
Media placement: Poster For Download - PFC's Website - 13 June 2011

Describe the brief from the client
PFC is Brazilian’s only football pay-per-view TV network. We wanted to move the brand from their previous proposition of '24-hour football TV station' approach to a more meaningful approach, introducing the new brand concept: 'The best team in Brazil is the one you root for'.

Describe the challenges and key objectives
'The best team in Brazil is the one you root for' introduced the idea of putting the team you root for as the centre of attention. Instead of football in general, the channel decided to create a more personalised relationship with the viewers, speaking to them only about the team they root for.

For that, we created a campaign that talked to the fans of each of the 20 teams playing in the 1st League of Football. Every one of the 20 teams had a campaign designed specifically to their fan base.

Describe how you arrived at the final design
We developed 20 different typefaces; each 1 representing 1 of the 20 teams that play the first league of football in Brazil.
Each typeface was created and developed in partnership with hardcore fans of such teams.

20 unique organic hand drawn typefaces were developed with the emotional involvement and participation of die-hard fans made into designers.

Give some indication of how successful the outcome was in the market
The posters made with the typefaces were downloaded 101m times, returning fans to what was originated by their passion.