No, we’re not challenging you with a font that determines your IQ. Instead we’re talking about a campaign for a certain car brand. Brussels based communication agency Happiness provided a downloadable font that demonstrated the unique agility and perfect control of the new iQ car. Or how you can create a fun font while doing some driving manoeuvres on one spot.
To execute their idea, Happiness worked together with typographers Pierre and Damien, from Pleaseletmedesign, and interactive artist Zachary Lieberman. They strapped professional race car driver Stef van Campenhoudt in an iQ car, set him loose beneath a camera and custom software .
The camera tracks four points on the corners of the Toyota iQ by way of colorful stickers. The camera above, mounted to a crane, takes those points and delivers them to software that creates the shapes, punctuation and all-important letters and numbers that make up a font.
The making-of video (which you can see below) pointed to car brand’s website so you could download their free copy of the font. And it worked! The making of video was featured on over 6000 influential blogs worldwide (and now also on I Love Belgium). The stunt also received offline media attention in leading design and technology magazines all over the world. It was even broadcasted at the Typophile festival in New York, and at ‘Centre Pompidou’, the museum for modern art at Paris. Or when advertising becomes art!
© I Love Belgium
and the result which you can download here: