Thousands of children with cerebral palsy in Russia need to get therapy. Writing even one letter requires significant effort from them. So Smetana put together handwriting samples of 33 children with CP into one unique Font of Kindness and gave the opportunity to everyone to use this font on World CP day to support children. Every visitor of the project website could download the font, make a donation, and order merch. In just a day the font spread across the entire country, with outreach exceeding 30 million people. The campaign raised a total of 11.5 million rubles and helped more than 130 children with CP.
Client: Charity fund “Gift to an Angel”
Agency: SMETANA
2020
Credits:
Chief Executive Creative Officer: Andrey Buzina
Group Creative Head: Mikhail Vishnevsky
Chief Executive Officer: Anastasia Prikazchikova
Head of Brand and Advertising: Anastasia Zhilina
Art Director: Vladimir Zotov
Account Director: Tatyana Grebenkina
Head of Production: Anton Cherkasov
Project Manager: Kseniia Stepanova, Anastasia Kudryashkina
Producers: Natasha Abzalova, Ekaterina Panasenko
Executive Producer: Igor Sayfullin
Director: Valeria Travkina
Director of Photography: Andrey Maica
Photographer: Alexey Gorbunkov
Case Study:
Screenwriters: Mikhail Vishnevsky, Sergey Yumakov
Motion Designer, Editor: Sergey Yumakov
