In a world where writing is fast becoming a dying skill, Uniball Pens wanted to bring to life the value of sharing a message in your own voice. They suggest that certain fonts can add a misleading tone to a message and thus not fully bring to life the tone that you intended when writing the message.
The idea in the films of the campaign is simple: pick emotionally powerful topics that are often communicated by written message, and show how the content can be misinterpreted with an incorrect tone brought forth through the use of a specific font. Very funny and very good. TBWA South Africa is the agency.