Advertiser: GANDHI BOOKSTORES
Product/Service: GANDHI BOOKSTORES
Agency: OGILVY MEXICO
Vice President Of Creative Services: José Montalvo (Ogilvy México)
Vice President Of Creative Services: Miguel Ăngel Ruiz (Ogilvy MĂ©xico)
Creative Director: AgustĂn VĂ©lez (Ogilvy MĂ©xico)
Creative Director: VĂctor Alvarado (Ogilvy MĂ©xico)
Creative Director: Carlos Holcombe (Ogilvy MĂ©xico)
Creative Director: IvĂĄn GonzĂĄlez (Ogilvy MĂ©xico)
Creative Director: Paulina Espinosa (Ogilvy MĂ©xico)
Associate Creative Director: BenjamĂn Pedrero (Ogilvy MĂ©xico)
Associate Creative Director: Gabriel MartĂnez (Ogilvy MĂ©xico)
Copywriter: Jorge Ramos (Ogilvy MĂ©xico)
Art Director: Edgar Romero (Ogilvy Mexico)
Art Director: HĂ©ctor Cruz (Ogilvy MĂ©xico)
Art Trainee: Rodrigo RamĂrez (Ogilvy MĂ©xico)
Art Trainee: Beatriz Valencia (Ogilvy MĂ©xico)
Agency Producer: Juan Pablo Osio (Ogilvy Mexico)
Agency Producer: Gerardo Samano (Ogilvy Mexico)
Front-End Developer: Miguel GarcĂa (Ogilvy Mexico)
Director: Luis Hernandez (30-30)
Editor: Kario (30-30)
Media placement: Tipography Website - 1 Website - 1 April 2012
Media placement: Mailing - Email - 1 April 2012
Describe the campaign/entry
We wanted to make reading more accessible to everyone, not just through books or our traditional advertising but through all sorts of reading, however little, however amateurish or professional, by levering a very engaged customer base who was eager to collaborate with the brand.
Instead of getting literature closer to people we decided to create a tool that would incite them to create written content for themselves, spreading it out through all kinds of written formats, to all sorts of targets. The most important thing: this new written content would get closer to people by being very easy to read. That's how the gandhi typography was created, a brand new font designed by a multidisciplinary team of experts that due to its characteristics has the advantage of facilitating the act of reading itself.
Describe how the campaign/entry was launched across each channel in the order of implementation
The gandhi font was made available through the gandhi website, which to this day has almost 100,000 hits. It exceeded 60,000 downloads in its first week. Students from the country's most prestigious university, the UNAM, have already started printing dissertations in the gandhi font. Editorial Reverté - a publishing house from Spain - adopted it and has already released a book printed entirely in the gandhi font. As for the remaining 59,998 other downloads, we can only assume.
Give some idea of how successful this campaign/entry was with both client and consumer
The gandhi font was made available through the gandhi website, which to this day has almost 100,000 hits. It exceeded 60,000 downloads in its first week. Students from the country's most prestigious university, the UNAM, have already started printing dissertations in the gandhi font. Editorial Reverté - a publishing house from Spain - adopted it and has already released a book printed entirely in the gandhi font. As for the remaining 59,998 other downloads, we can only assume.