R/GA - "Hellvetica" by ANDY Awards 2021
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R/GA - "Hellvetica"
- Brand: R/GA
- Country: United States
- Advertiser: R/GA
| Title | Hellvetica |
| Agency | R/GA |
| Campaign | Hellvetica |
| Advertiser | R/GA |
| Brand | R/GA |
| Posted | April 2021 |
| Business Sector | Others |
| Media Type | Others |
| Length | |
| AI Description | The ad begins with an introduction to R/GA, highlighting its reputation for serious innovation and design. The atmosphere is minimalist, featuring black backgrounds with modern typography. As the ad progresses, there's an amusing twist—Helvetica, a classic font, is humorously reimagined as 'Hellvetica' with erratic kerning. Designed as a Halloween prank, the font is made to look unsettling and jarring. The narrative focuses on how 'Hellvetica' went viral, generating significant online buzz with thousands of downloads and social media reactions. The visuals are interspersed with humorous tweets from designers lamenting the chaos caused by the font. The campaign's success is measured by its viral reach, with no media spend. Ultimately, the ad cleverly combines creativity with humor, resulting in self-promotion for R/GA. |
| Creative Director | Zack Roif |
| Creative Director | Matthew Woodward |
| Associate Creative Director | Chloe Saintilan |
| Copywriter | Namwan Leavell |
| Art Director | Emily Stetzer |
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