With the Wall of Fame in 2011, edding was brought back into the focus of illustrators and designers all over the world. The German pen-manufacturer wanted to surprise and activate this important target group again with a new campaign.

After the first weeks: The collaborative text-document grew 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 virally. At this point, there was not even an official press release regarding the project, but there were thousands of tweets and blogposts. Even better for edding: the font is actually being used! Countless design-examples appeared on the internet and even Germany’s biggest daily newspaper used the font for its insert magazine. After all, a tool is only relevant if it is used.

The promise: An edding writes on anything. The idea: With its own typeface, the edding 850 now writes on the computer too. The deal with the target group: Type for Type! As soon someone writes something in the collaborative text-editor, the download of the font is unlocked. With every download comes a PDF-magazine, that contains selected designs using the font.

Today a major part of the target group spends a great share of their time in front of the computer - for work and also for fun and inspiration. Type for Type satisfies those needs in an activating and playful way. The edding850 font by Büro Destruct contains over 230 characters, with ligatures – this font is a serious tool. But you only get it by fulfilling the deal, which is made even more exciting by the element of real-time! By showing designs using the font in the project-gallery and publishing them in the PDF-magazine, the activation of the target group continues.