Stuck for ideas in how to market an automobile? Two designers from Brussels threw out the rulebook and decided to find an innovative new way to promote the latest model from Toyota (Toyota iQ) by using the car itself to create a new font. By using the car as a stylus, the shapes and lines created by the car’s motions were a neat way of demonstrating the car’s agility, and make for a memorable, relevant campaign.
The various shapes and lines were tracked with four large coloured dots, a camera and custom motion tracking software called Open Frameworks.
The shapes created by the car were turned into a font called iQ font, downloadable from www.iqfont.com.
- Sam
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