Cannes Lions
WUNDERMAN THOMPSON , Makati City / VIDA NUTRISCIENCE / 2019
Overview
Entries
Credits
Background
Facebook has a long list of regulations on branded content. One of the most pervasive restrictions is the 20% rule:
Before posting, an automated algorithm checks the percentage of text within the post’s visual. If it’s more than 20%, the post is rejected.
To help our brand speak up without restrictions, we created a font that could outsmart Facebook.
Idea
Facebook has a long list of regulations on branded content. One of the most pervasive restrictions is the 20% rule:
Before posting, an automated algorithm checks the percentage of text within the post’s visual. If it’s more than 20%, the post is rejected.
To help our brand speak up without restrictions, we created a font that could outsmart Facebook.
Execution
To bypass this limitation, Snow Skin, a new brand of beauty supplements, created a font that could outsmart Facebook’s text detection algorithms.
We made a typeface out of images so when the post was uploaded, the algorithm would identify the copy as visuals allowing us to bypass the 20% rule entirely.
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