This campaign appeared in China where there are strict government restrictions in relation to social issues and decency however in the case of the marketing fonts, these restrictions did not apply.

The concept and design for the book involved creating an online dating profile of a girl used to trigger genuine responses from male suitors. The flirtatious emails that showed the most personality were then brought to life by a Fontsmith typeface that reflected the writer’s character. Be it bold, cheeky or charming. In turn, the messages were crafted into pieces of art ranging from oil paintings to metal. The finished pieces were then exhibited in a Shanghai art gallery before being turned into an art book.

Over 200 invitations were sent to influential designers, art directors and the press who either attended the private view or visited during the 5 days the exhibition was opened to the public. PR from the exhibit ranged from online Digital magazine, a leading information, intelligence and conversation content for marketing and media communities, to China Business News Weekly, an established magazine for Chinese and international companies, where it received a 4-page article. Over 200 copies of the book were sent out to the select group designers who expressed an interest.

The resulting campaign brought Fontsmith’s brand and typefaces to the forefront amongst the creative departments of design and advertising agencies, and lead to possible partnerships with local type foundries to create a Chinese typeface. The pieces were also shipped to England so that it could be exhibited in London to create the same amount of buzz and PR there.