Design

Just in time for Cannes, we round up the best in Canadian design.

Sperm font hits target
When the good eggs at Taxi Montreal were charged with the task of making young women take notice of Plan B’s “morning-after hero” emergency contraceptive, they decided to “say it with sperm.”
The campaign centred on a custom-made typeface, descriptively called Sperm Font, that was used to pull focus and provoke thought with squiggly queries like “Cornered?”, “Screwed?”, “Help?” and “Slipped?” across the integrated media campaign.
The target was also invited to download the unique font from the campaign’s attitudinal website and use it in emails, custom posters or anything else they could dream up. Taxi Montreal’s ECD Stéphane Charier has heard plausible rumours that a jeweller in Norway has used the font in recent designs. 
Charier believes that the success of the campaign, which includes two YouTube videos (restricted to viewers 18 and older), site takeovers and video posters in club washrooms, is directly a result of its simple, playful nature. The “oops” factor makes this a difficult topic of discussion, so the font allowed for some fun and served to take a bit of the edge off this delicate subject.
Taxi is also involved in discussions with the client that will ideally lead to a font-inspired sequel to this campaign, so, who knows, the sperm font may soon be coming to a theatre near you.

Splitting Adam splits Adam
According to Rethink Vancouver, the death of the compact disc as an art form and cultural icon has been greatly exaggerated. With that in mind, designer Jeff Harrison set out with a team of skilled photographers and CGI and hologram artists to re-imagine the CD package.
Charged with the task of creating a limited-edition debut CD package for relatively unknown indie band Splitting Adam, Harrison and his team literally split Adam down the middle, allowing you to open him up and reveal a 3D hologram that, according to a release, “morphs from a passive lamb into an aggressive ape.”
The brief from the band was extremely simple: “It has to get us noticed. It has to get us signed.” Halfway there. Rethink and Splitting Adam landed on the red carpet at the Grammys with a nomination for best CD packaging, resulting in global ink and national TV coverage. Although at press time the band had not yet been signed, the exposure was clearly massive.
The hologram was the work of Royal Holographic in Victoria and was manufactured in Russia. To create it, each band member was shot in 3D rotation and compiled into “Adam,” a seamless composite of all five musicians.
Harrison is hopeful that the creation of this high-tech package will lead to packaging gigs with major labels. The question is, are there any left?

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