Toyota does font giveway for iQ
Graphic skids. Shades of BMW’s Z4 paint campaign but a little cleverer. Happiness Brussels was tasked with coming up with a giveaway to promo Toyota’s new iQ compact car. So the agency decided to employ the services of graphic team PleaseLetMeDesign, interactive designer Zach Lieberman, and stunt driver Stef Van Campenhoudt, who together would make a font.
A font? Yes. Under instructions from PleaseLetMeDesign, the wheelman drove around in circles and straight lines in a big warehouse followed by an overhead camera. Lieberman developed some fancy software to track the iQ’s movements and the program came up with an iQ font, free to all who take pleasure in sans serifs, ascenders and cross bars. Download here.
If you want to see how this was done, then you can view the video on Vimeo.
The BMW Z4 paintbrush campaign is here if you want to be reminded.
