2016 Winners & Shortlists

DOWNTOWN FONTS

Gold

Case Film

Presentation Image

BrandAL ISMAELIA
Product/ServiceREAL ESTATE
EntrantJ. WALTER THOMPSON CAIRO, EGYPT
CategoryStorytelling
Entrant Company J. WALTER THOMPSON CAIRO, EGYPT
Advertising Agency J. WALTER THOMPSON CAIRO, EGYPT

Creative Execution

A micro-site was created to serve as a source of inspiration for artists who can download these fonts for free and use them to express themselves in different art forms. When these artists create their own unique designs using the 6 fonts and share them with the public through exhibitions and over social media, then we have not only preserved this art form, but enabled it to survive and spread in today's digital age.

The website was recently launched, and with the support of the campaign promotional material as well as the art influencers' social media, we are expecting to have several layers of people to start downloading and using the fonts; starting with artists and art enthusiasts leading on to those who are simply passionate about downtown. Within 2 days of the campaign launch, we have received positive feedback from artists who are asking about the website launch date to start downloading the fonts and creating designs. So we are not only expecting downloads, but also art pieces using those fonts.

Al Ismaelia is a real estate development company tasked with restoring the classical grandeur of Downtown Cairo, or West El Balad, the city’s neighborhood relic of a bygone era. While Al Ismaelia continue their restoration of several buildings in the neighborhood, a response to the onslaught of plexiglass-mounted, LED-lit signs obscuring some of the most beautiful architecture in the city, was launched. Given the nature of the product Al Ismaelia provides, it attracts a specific target audience who share the same passion for Downtown as the center of Cairo. A project to document the fonts of Downtown Cairo and to recreate them is not only needed but also falls at the core of what Al Ismaelia is about; the restoration and preservation of the neighborhood and its revival in contemporary times.

Credits

Name Company Role
Mohammed Hammady J Walter Thompson Cairo Executive Creative Director
Ibrahim Eslam J Walter Thompson Cairo Design Director
Nardine Shenouda J Walter Thompson Cairo Senior Art Director
Adam Mourad J Walter Thompson Cairo Senior Copywriter
Karim Fanous J Walter Thompson Cairo A/V Director
Haytham Nawar Head of design team
Ghalia Elsrakbi Head of design team
Amro Thabit Senior Art Director
Yasser Nazmy Design team
Ahmad Hammoud Design team
Yosra Gamal Design team
Mirna Noaman Design team
Nada Hesham Design team
Mai Azmy J Walter Thompson Cairo Managing Director
Mostafa Shady J Walter Thompson Cairo Executive Director/Business Development
Amir Adib J Walter Thompson Cairo Senior Planner
Diana George J Walter Thompson Cairo Senior Planner
Malak El Nahas J Walter Thompson Cairo Account Executive
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