OUGD503 - Responsive [SB1] - Monotype

My second brief I wanted to undertake was for Monotype.

Monotype are primarily a font foundry, with some of the most influential fonts in their library including Helvetica and Univers. I thought working with Monotype would be interesting as I am very interested in type design but I find it intimidating only working with type as the subject of a piece of work. I find type hard to craft in a way that produces a piece of work without any accompanying elements, so I thought this brief would be a fun challenge. Below is the Monotype brief supplied by D&AD.

The primary aim of this brief is to create a typography-led campaign inciting change in the world, on any scale. The subject of this change could be anything be it personal or global, which should be a difficult task to undertake because of its' open nature. I think this brief will be very challenging because the campaign I create will probably not be as passionate in my heart as it is in every judge looking at my work. Because of this, I will need to create a hard hitting campaign that not only persuades me to look deeper into it, but persuade the judges to as well. This means I will have to affect them emotionally with a solid concept as well as creating an effective campaign from the get-go.