Swiss Army Man
Swiss Army Man is the first feature film from director duo The Daniels. The two became known for their absurdist music videos and took this approach to the big screen. The story centres around a man (played by Paul Dano) who is stranded in the wilderness befriends a farting dead man (Daniel Radcliffe) that washed up on the beach (of course!). The man soon discovers that the corpse holds some unusual powers, like the ability to be used as a multifunctional tool.
The promotional site taps into this bizarre story. Upon entering, the dead man is dropped into a pastel coloured limbo. You then receive instructions on how to drag the man around, lift him, make him fart and give him commands. If a command is recognised, the corpse follows up with a crazy action and a button pops up that lets you click through to a corresponding piece of the movie. When an unknown command is entered, the body releases a giant fart. Told you it’s bizarre.
Tweets in the background of the site show that people can’t wait to see the movie.
swissarmyman.com; Credits: Watson/DG
Each font has a personality. You could call Times New Roman serious, and Century Gothic friendly. So what if you could translate your own personality into a font? Would you be neutral like Helvetica, or more pronounced like the no-nonsense Impact or the elegant Edwardian Script?
TypeVoice could give you an indication. This simple yet engaging website generates a customised font based on the sound of your voice. It uses your computer’s microphone and parameters like volume and pitch to manipulate an existing font design into something that matches your voice. Because multiple parameters are being used, you get different results when you, for example, yell, laugh or whistle, which encourages experimentation. The end result can be shared as a GIF and downloaded as a vector file, or even as a full alphabet.
The site was launched to promote the kick-off of the Webby’s People’s Voice Award; an appropriate way to mark this occasion.
typevoice.net; Credits: OgilvyOne Worldwide
HP Magic Words
Seventeen per cent of the world population is illiterate. In Brazil alone are 13 million people who have never learned to read and write. In addition to the everyday problems their illiteracy brings, it negatively affects how passionate their personal stories are. Over time, their life stories become increasingly blurred and eventually get washed away by the years.
HP helped 30 unlettered Brazilians to immortalise their story. With the help of an HP Ink Advantage Ultra and its speech recognition software, the stories were copied one-on-one and printed on the spot in book format. The book contained as many as 4,500 pages of dramatic events, legends and funny anecdotes – exactly the number of pages that HP promises to deliver from the cartridges supplied with the printer.
The stories were then spread locally by printing an additional limited edition of the book and donating it to the authors, as well as libraries and cultural centres. For everyone else, the book is available for download on the campaign website, which also contains a short documentary. A wonderful project, with a great balance between storytelling and communicating product benefits.
hpmagicwords.com; Credits: AlmapBBDO, The Goodfellas, Bando
Marieke Dekker is a strategist at SuperHeroes Amsterdam and part of the FWA global judging panel. Every month, Marieke shares her three favourite FWA entries on Creative Review.