The Webby Awards: Typevoice [image]

Credits & Description:

Title: Typevoice
Agency: Ogilvy & Mather New York
Brand: The Webby Awards
Country: USA
Creative Director: Abe Baginsky (Ogilvy New York)
Executive Producer: Akiko Nakashima (Ogilvy New York)
Executive Producer: David Ross (Ogilvy New York)
Senior Designer: Chris Allen (Ogilvy New York)
Senior Devops Engineer: Christopher Deneen (Ogilvy & Mather)
Artist In Residence: Justin Au (Ogilvy New York)
Assocciate Director, Devops: Kevin Hamel (Ogilvy New York)
Devops Engineer: Matt Ahrenstein (Ogilvy New York)
Director Creative Strategy: Jeremy Wilson (Ogilvy New York)
Senior Quality Assurance Analyst: Allison Rowley (Ogilvy New York)
Chief Creative Officer: Corinna Falusi (Ogilvy New York)
Executive Director, Digital Production: Angela Fung (Ogilvy New York)
Creative Director: Bastien Baumann (Ogilvy New York)
Creative Director: Chris Rowson (Ogilvy New York)
Art Director: Lauren Van Aswegen (Ogilvy New York)
Chief Creative Officer, North America: Steve Simpson (Ogilvy New York)
Worldwide Chief Creative Officer: Tham Khai Meng (Ogilvy New York)
Design Director: Lucas Camargo (Ogilvy New York)
Ogilvy New York: Lynn Maharas (Ogilvy New York)
Chief Production Officer: Matt Bonin (Ogilvy New York)
Creative Designer: Weston Doty (Ogilvy New York)
Art Director: Dennis Kung (Ogilvy New York)
Senior Technology Manager: Eric Hulsizer (Ogilvy New York)
Creative Technology Director: Kaare Wesnaes (Ogilvy New York)
Creative Designer: Robyn Makinson (Ogilvy New York)
Chief Creative Officer: Alfonso Marian (Ogilvy New York)
Executive Producer: Ami Moore (Ogilvy New York)
Designer: Blake Rutledge (Ogilvy New York)
Director Of Quality Assurance: Raul Morales (Ogilvy New York)
Executive Director, Digital Technology: Jason Wurtzel (Ogilvy New York)
Application Developer: Joseph Laquinte (Ogilvy New York)
Outcome:
Objective#1Though not solely responsible for the increase of votes, Typevoice helped drive more people than ever before to vote in the Webbys People's Voice Awards. Typevoice saw 17k visits in the week leading up to the Peoples Voice Nominations. Fast Company, Digiday, FWA, Type Directors Club and Creativity were amongst some of the press and publications championing TypeVoice.Objective#2TypeVoice successfully embraced creative technology and design through real time generative typography. TypeVoice also gave the user a choice of two different outputs:Output 1: Users could create and share animated GIFs of their custom generated typeface. 10,960 unique GIFs/typefaces were created and shared. GIF creation platform Giphy even promoted TypeVoice.Output 2: The user could download the typeface in vector form that designers could use to make their own custom art/design.
Execution:
We launched the TypeVoice site one week before the People's Voice nominees were announced to create excitement and awareness. The Webby awards used webbyawards.com, netted by the Webbys emails and social following to launch TypeVoice. Design, technology and creative partners such as FastCompany, Digiday, FWA and Creativity helped launch and drive our audience to visit to the site.We generated PR within digital, design and creative industries, which also helped drive people to the site. People could share personalized moving GIFs of their typefaces, which helped generate more awareness through multiple social channels. Giphy also helped by promoting TypeVoice.
Campaign Description:
We celebrated the Webby People's Voice awards by literally celebrating the uniqueness of people’s voices. By combining creative technology, design and typography, we created ‘TypeVoice’; the first online font shop that allows users to generate their own customized typeface by using their voice. People could then share personalized GIFs or even download the typeface.TypeVoice is essentially a web application that leverages the best that Chrome and Firefox has to offer. It analyzes the live inputs of audio data from your devices microphone to manipulate custom made typefaces in real time. Using volume, pitch, and other audio parameters we created algorithms that animated each letter/character. Because TypeVoice uses different parameters, it generated thousands of unique typefaces.Yell, laugh, and whistle into TypeVoice and you’ll find yourself surprised. Under the hood of this application we have Greensock animation library, javascript, and lots of math with SVG data.
Synopsis:
Situation:The Webby Awards celebrates the best of the Internet. The People’s Voice Awards were created to open voting to the public. In 2016 the Webby Awards turned 20 years old and partnered with leading digital, design and creative agencies to celebrate innovation across the Internet.Brief:Create awareness for the Webby’s People’s Voice Awards by celebrating the people who vote, specifically within the digital and design communities. Objectives:Objective#1:Help drive more people to vote for projects nominated for a Webbys People’s Voice Award. Objective#2:Create a campaign that celebrates and uses both creative technology and design and encourages that community to share assets that drive more people to the People’s Voice Awards.
Strategy:
We wanted to engage digital, design and creative communities in turn increasing traffic/votes for Webbys People's Voice Awards.Audience: Student, amateur and professionals digital, creative and design communities.We spoke to an extensive network within our target audience, the design communities and we found they responded to experiences that explored a variety of creative formats that they work with every day, in this case we focused on typography.Our research into compelling experience design found that users were more likely to share an experience if it was truly unique to them. In order to capitalize on this we made the concept highly personalized. This created an output that was truly unique, shareable and even something they could use.Platform: We created design lead platform that celebrated typography using a new creative technology in an intuitive user experience.