The promise: 'An edding writes on anything'.

The idea: With its own typeface the edding 850 now writes on the computer too. The pen was 'digitized' by the Swiss design collective Büro Destruct - and we made a documentary about it that links to the download-page. It is called type-for-type.com and that is also the deal. As soon someone writes a message in the collaborative realtime-text-editor the newest edding can be downloaded: the edding850 typeface. With every font-download comes a PDF-magazine that features selected designs from the project gallery using the font.

The target: The font menu of designers all over the world. This way the first edding permanent marker made its way onto the screens of the target-group permanently.

After the first 3 weeks: The collaborative text-document grew to hundreds of pages, the font was downloaded about 8,000 times and the 5-minute documentary on Vimeo gained over 40,000 views. It worked completely viral. At this point, there was not even an official press release regarding the project, but there were thousands of tweets and blog posts. Even better for edding: The font is actually being used! Countless of design-examples appeared on the internet and even Germany’s biggest daily newspaper used the font. After all a tool is only relevant if it is used.

The font was developed by the Swiss design collective Büro Destruct. We chose them because of two reasons: They have the expertise to create a font that satisfies the demands of the target group (the font includes over 230 characters, with ligatures). And they are internationally respected and networked. Using this, they brought additional content for the documentary about the process involved in creating the font. This documentary initiated the distribution of the font by linking to the download-page. At the same time we informed people in the target group at a very early stage about the project that we were in contact with over the edding Wall of Fame and Facebook. The challenge was to surprise these people again. The distribution worked without spending a single euro on media.