Typographer Gemma O’Brien lends a hand in new outdoor campaign for Kirin Cider via MC Creative
To launch its new cider range, Kirin has engaged typographer Gemma O’Brien to hand paint bespoke advertising displays for a targeted ATL outdoor campaign featuring numerous locations in urban areas around Australia, from Fitzroy, VIC to Redfern, NSW.
The Sydney-based typographer and creative, lends her dramatic stylised script to the already impactful black and white creative for Kirin Cider that sets the brand apart from anything else on the market. The majority of 3m x 4.5m signs were painted in O’Brien’s studio, but O’Brien painted the signage for the Surry Hills location in situ, on the corner of Crown and Foveaux Street.
Says O’Brien: “Crafting lettering on a large number of billboards was always an ambitious undertaking, but it was great to be a part of Kirin Cider taking a leap with this concept, and is testament to the brand’s pursuit of Inspiring Creativity.
“The nature of this style of typography is direct and spontaneous; each billboard is unique and retains the authenticity of the hand-drawn strokes. I’m really looking forward to seeing how people interact with this campaign.”
Developed in association with Kirin Japan’s renowned Master Blender, Hideaki Kito, Kirin has drawn on years of experience in crafting fresh flavour combinations, and used the finest ingredients to create four, perfectly balanced premium ciders infused with Japanese inspired flavours.
Says Matt Tapper, national marketing director at Lion: “We are incredibly excited about the launch of Kirin Cider in Australia. Inspired by Kirin’s Japanese heritage, the range offers something for everyone; from experimental cider lovers wanting to try new flavour combinations, to foodies who appreciate the pleasure of matching their food to their drink, to those who are new to drinking cider.
“The distinctive branding of Kirin Cider means you cannot help but take notice of it – we hope that this outdoor campaign will spark intrigue and encourage people to share their Inspired Creativity moments on our social media channels.”
The outdoor campaign will be supported by ATL, digital and PR.
ATL/Digital/Media – MC Creative
Director: Lincoln Caplice
PR – Res Publica
6 Comments
Boring and uninspired nonsense
Didn’t this used to be called signwriting?
@yawn
Care to share your interesting and inspiring work?
thought not
@yawn:
Gemma O’Brien is a champion of craft and her hand-drawn typography has a major following in art & design circles. Hence, Redfern and Snotty Hills.
But srsly, get to know your local artists.
@Old School
No this is new and inspiring stuff. Like what signwritting used to be.
but hey it may just all have been bespoken before
Typography can come in all shapes and forms, each character is a graphic or symbol in itself, whether it be creating letter forms from items you pick up off the street or in the digital form, the majority of fonts start with the hand drawn, some remain that way, others don’t, its a flexible feast of the imagination. It’s how you use the chosen style that counts, then you move on, neither old or new but suitable for the audience, hence Redfern and Surry Hills.