Mondelez: DENTYNE ICE TYPE

Credits & Description:

Advertiser: MONDELEZ INTERNATIONAL
Agency: McCANN ERICKSON
Category: Advertising Typography
Advertising campaign: DENTYNE ICE TYPE
Project Manager: Dana Goren (McCann New York)
Art Director: Daniel Edelman (McCann New York)
Photographer: Craig Ward (McCann New York)
Creative Director: Jillian Goger (McCann New York)
Director: Joshua Gross (McCann New York)
Editor: Joshua Gross (McCann New York)
Svp Account Director: Lauren Lavalle (McCann New York)
Chief Creative Officer: Tom Murphy (McCann New York)
Copywriter: Sarah Lloyd (McCann New York)
Designer/Typographer: Craig Ward (McCann New York)
Agency Assistant Producer: Jory Sutton (McCann New York)
Retoucher: Craig Ward (McCann New York)
Svp Group Creative Director: Mat Bisher (McCann New York)
Chief Creative Officer: Sean Bryan (McCann New York)

Outcome
Upon launching, the project gained appreciation within the creative community and was featured in profiles on creativity.com and Fast Company’s Co: Create. Having launched print elements two-weeks ago, with TV following in mid-April, the success of creating a typeface that instantly registers as the “Dentyne Ice” font will become apparent after mass exposure to the font.

Client Brief Or Objective
This year, Dentyne Ice asked us to help them broaden their positioning from a gum for romantic moments to a gum for everyday “fresh breath” moments. In order to launch this new point of view, they wanted to create new branding elements that were genuinely unique and ownable, while also maintaining the icy-fresh legacy established in previous ad campaigns. This meant creating a look that immediately resonates as icy-fresh, but doing so in a distinct and relevant way.

Implementation
The Ice Type is based on the Archer typeface. Since the type was chosen, the concept phase of the design focused mainly on what elements would be used to produce the ice effect. Initial designs explored the letter “A” in both a CG rendered form, and one made out of actual ice. With neither the time nor money to construct ice molds for each letter, the typographer found another way at it. By shooting cubes of ice in various shapes, sizes, and weights, he was able to build an alphabet out of this “tool kit” by retouching each letter.

Brief Explanation
We needed to create a uniquely identifiable typeface that evoked frosty freshness, but still propelled the brand forward visually. Knowing the simplest answer would be to create one out of ice, the question then became: but how? A CG approach would have given us tighter control, but not the wholly natural, transparent look we were after. This left us with only one option: to shoot actual ice and create a font using those elements. Yet, while shooting, the ice melted under the lights of the studio, so the typographer had to shoot things on his porch during the freezing temperatures.