Pen maker Bic is aiming to create a universal font, and it’s turning to crowdsourcing to make it happen.
The Universal Typeface Experiment
comes from a joint effort between DDB Dusseldorf and MediaMonks. A microsite asks users to contribute digital handwriting samples, all with the idea of creating a font made from the collective sample of the world’s handwriting.
You can then sort the examples by gender, age, country, dexterity and industry.
It’s a smart campaign for the company. It’s totally on-brand, with a tangible product in the end. But the company doesn’t plan to monetize it. In fact, the branding on the microsite is fairly minimal.
DDB Dusseldorf managing direct Dennis May tells Digiday
, “We thought that it would be a good experiment to see how we could use this personal thing to talk about something more global.”
According to the article, the brand has garnered 8,000 submissions from 16 countries.
Bic plans to unveil its universal typeface in August.