This pitch-winning campaign for Marriott Hotels and Resorts almost didn't happen.
Having won the pitch, the series of ads was styled and crafted ready to go to press. At presentation to the client for final sign-off, they asked why the ads weren't set to their existing style guidelines. As a new business win with a new strategy, no-one had mentioned this as an "executional mandatory".
When I was shown the styling I was expected to follow, I couldn't believe how ugly and unforgiving the font was. I protested that it would be unworkable. Everyone, from the Account Director to my Executive Creative Director insisted the campaign would not be put in jeopardy for the sake of my sensitivities over the choice of font.
I had to argue that running the campaign in the client's existing styling would put an end to any hopes the agency may have for award recognition. They remained incredulous. It took setting an ad up in the client's existing type style and comparing it against the styling I proposed, before common sense would prevail.
As a result, I went on to win 5 AtypI Silver awards for type and design for the campaign. Which goes to prove that while there may not be a"right" font to choose, there are an awful lot of "wrong" ones that should be avoided.