2019 Winners & Shortlists

THE MOST POWERFUL FONT

BrandSUPPORT TO LIFE
Product/ServiceAWARENESS CAMPAIGN
EntrantTBWA\ISTANBUL, TURKEY
CategoryCharities & Non-profit
Idea Creation TBWA\ISTANBUL, TURKEY

Why is this work relevant for PR Lynx?

We used social media channels to reach our target audience and give the chance to make their own demands clearly. To gain the attention we wanted to have, we used the reputation of the leaders names and signatures.

Background

Only the powerful leaders hold the power to sign off on policies that affect millions of lives. As a humanitarian aid organization, Support to Life believed all men are created equal and therefore each voice should have equal power. People lacked belief in their power to trigger change. All they needed was encouragement. That's the main reason, why we created The Most Powerful Font. Global issues concern everyone in the world. But the power to solve this depends only on the world's most powerful leaders. Those leaders were to meet at the G7 Summit in Canada on June 8-9, 2018. So, how can we boost our voice about the issues that concern each one of us and reach to them?

Describe the creative idea.

The world leaders were to meet at the G7 Summit in Canada on June 8-9, 2018. “Support to Life”, a humanitarian aid organisation, wanted to create lobby and public opinion around important world matters. So we found the signatures of the leaders that were going to attend the G7 Summit. We took letters from each one of them and created a unique, original font called “THE MOST POWERFUL FONT”. With entering themostpowerfulfont.com, everyone could create their own demands and have the right to talk about the global problems that are important to solve.

Describe the strategy.

With the videos that we prepared on social media and the outdoor area in Canada, we informed our target audience and invited them to participate. The participants who made their demands via the website, shared them in social media and could find opportunity to reach the world leaders.

Describe the execution.

The main distribution channel of the project was outdoor and social media.

List the results.

G7 leaders were automatically mentioned and informed, when the messages were posted. Hundreds of people, opinion leaders and activists shared the campaign, wrote their own demands. The Most Powerful Font was in the news in 25 countries. Organically reached thousands of people. It’s been downloaded hundreds of times from themostpowerfulfont.com and other font sites. The public opinion was created and everyone was given the right to talk about the global problems that are important to solve.

Credits

Name Company Role
Ilkay Gurpinar TBWA\Istanbul Chief Creative Officer
Toygun Yilmazer TBWA\Istanbul Chief Strategy Officer
Arkin Kahyaoglu TBWA\Istanbul Creative Director
Ela Bilgisel TBWA\Istanbul Deputy Managing Director
Yigit Karagöz TBWA\Istanbul Creative Group Head
Bilge Tekin TBWA\Istanbul Senior Copywriter
Emir Yuksel TBWA\Istanbul Creative Director
Ayse Sismanoglu TBWA\Istanbul Art Director
Cem Bilgi TBWA\Istanbul Art Director
Burçin Birim TBWA\Istanbul Brand Director
Katya Atat TBWA\Istanbul Brand Executive
Evrim Saracoglu TBWA\Istanbul Head of Production
Utku Yazici TBWA\Istanbul VFX/Composing Artist
Irem Akalin TBWA\Istanbul Agency Producer
Gulten Yilmaz TBWA\Istanbul Senior Digital Project Manager
Bersu Besli TBWA\Istanbul Content Manager
Soner Tutuncu TBWA\Istanbul Graphic Designer
Ozhan Bicer TBWA\Istanbul Graphic Designer
Fatma Aydin TBWA\Istanbul Graphic Designer
Ali Genc TBWA\Istanbul IT Manager
Lime or Lemon Lime or Lemon Web Developers
Links
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