Toyota Design & Branding IQ FONT by Happiness Brussels


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Industry Cars, Business equipment & services, Corporate Image
Media Design & Branding
Market Belgium
Agency Happiness Brussels
Creative Director Grégory Titeca
Creative Tom Galle, Ramin Afshar
Released July 2009

Credits & Description

Category: Self Promotion
Advertiser: TOYOTA
Product/Service: IQ
Date of First Appearance: Jul 30 2009 12:00AM
Entry URL:
Creative Management: Karen Corrigan/Gregory Titeca (HAPPINESS BRUSSELS)
Creative Director: Gregory Titeca (HAPPINESS BRUSSELS)
Account Director: Pascal Kemajou (HAPPINESS BRUSSELS)
Creative: Tom Galle (HAPPINESS BRUSSELS)
Creative: Ramin Afshar (HAPPINESS BRUSSELS)
Head of Art: Cecilia Azcarate Isturiz (HAPPINESS BRUSSELS)
Software Developer: Zachary Lieberman
Media placement: Viral Video - - 20 June 2009
Media placement: Website - - 20 June 2009
Media placement: Interactive Tool - - 20 June 2009
Media placement: Viral - Blogs, Social Media, Newspapers, Magazines, Online Tv Shows - 20 June 2009
Describe the challenges and key objectives
How can we jump out of the mass? How can we be different from our competitors, and be relevant and attractive to our target group? How can we create something that's in our target group’s world, and that lasts longer than a normal ad?
Describe the brief from the client
Toyota launches the new iQ, a compact car that combines sleek design and cutting edge technology. Communicate the unique agility and perfect control of the iQ in a relevant way to a target group of 18-35 years old urban people.
Describe how you arrived at the final design
To demonstrate its incredible agility, the new Toyota iQ is the first car in the world ever to create an entire font from A to Z. To make this project happen, we worked with three opinion leaders in order to touch the right communities in design, automotive and interactive art. - Zach Lieberman, Pioneer in interactive art. Software developer. - Pierre and Damien, from Pleaseletmedesign, a type and graphic design studio. Font designers. - Professional pilot Stef van Campenhoudt, European champion of GT3 racing. Font driver. All together, they created the iQ Font. The making of video was posted on Vimeo, with a direct link to download the iQ font for free on the Toyota website.
Give some indication of how successful the outcome was in the market
More then 6000 blog posts on leading design, technology and automotive blogs More then 15 000 tweets in the first two weeks Thousands of posts on other social media, like digg, facebook, tumblr, delicious... More then 600.000 views on the making of video More then 2.000.000 page views Free media coverage in magazines and newspapers More then 24.000 font downloads from the Toyota website, 2.345 test drive demands. All this with zero euro media investment.