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#RICEBUNNY
We created a typeface that paid homage to the Chinese #MeToo movement's ingenuity and innovation, reimagining how the 5 different spoken tones are represented to combat censorship efforts.
Art Directors: Ernest Chan, Stooph Wang
Copywriter: Stooph Wang
D&AD NEW BLOOD X MONOTYPE 2019 BRIEF
— use type to celebrate a community.
GRASSROOTS ACTIVATION
As a final call back to the Rice Bunnies' #MeToo roots, we wanted to evolve the original hand symbol into something uniquely #RiceBunny.
The popular V sign hand gesture represents peace while also having the appearance of a bunny.
In the face of censorship, we freed speech through type.
Feel free to scroll & read along on the left
or click in & read the more in-depth write ups.
The typeface pays homage to the Rice Bunnies in several ways:
INNOVATION
The five spoken tones of Mandarin Chinese are reimagined and integrated into each vowel
CULTURE
Each letter emulates the strokes found in Chinese characters.
UNITY
The "strokes" of each letter intertwine and come together to form each letter.
KEYBOARD EXTENSION
At the core of our idea is a keyboard extension that outputs our typeface as images rather than text characters — not unlike an emoji — making AI-driven censorship more difficult.
FLASH ACTIVATED POSTERS
In keeping with our celebration of ingenuity, we designed a poster whose message reads both as "WOMEN" in English and, when activated by flash photography, as "WE" in Chinese.
Together, this salutes both the unified front of female survivors and their endless adaptability.
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