Client:
Monotype
D&AD 2025

The Brief:
Create a bold type-driven campaign that shows how typography can be more than just a messenger playing
an active voice in the push and pull between freedom
and control.

The Problem:
The Trump administration is erasing words like diversity, climate change, women or race from government language.

The Idea:

If censorship sews words shut, freedom is hanging by a thread. So we fight back, with language.

Typography and speech become our tools of residence.

The Execution:

We show mouths that are forcibly sewn shut.

The only way to break free? Say the words. Speak them out loud. Speech Recognition AI detects when people say the “banned words”. As people interact, the stitches loosen. Enabling the suppressed person to say: "Freedom is hanging by a thread. Speak 'equality' to break the silence.”

Credits:
Art Direction & Concept: Madeleine Sjölinder
Copy & Concept: Lydia Jakl