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Use of Typography Campaign
Entrant: The Ad Planet Group, Singapore
"Love", "Gas", " Toilet"
Corporate Name of Client: Navicom Technology
Agency Account Director: Carol Soh
Agency: The Ad Planet Group (Ace:Daytons Communications), Singapore
Executive Creative Director: Leo Teck Chong
Associate Creative Director: Alfred Teo
Copywriters: Lee Ming Hui Joy/Leo Teck Chong
Art Directors: Leo Teck Chong/Tan Tin Yick
Typographers: Leo Teck Chong/Natalie Ong

Basic description of the project:
Garmin is launching their latest GPS navigator – the nüvi 3790. Their local distributor plans to run a cost-effective advertising campaign that focuses on the product’s navigation speed and accuracy which are a cut above the rest.

As the market is cluttered with GPS navigators, we recommended a series of interactive posters that engages the reader in a “search game”. Through this exercise, we conveyed the message that the Garmin nüvi 3790 helps locate places through the fastest way, and encouraged the reader to find out more information on the Garmin website.

LIA 2011©

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