Mercedes Benz - Shiftography from theChrisbox on Vimeo.
People in the Sprinter target group don’t do nine-to-five jobs. Night shifts, overtime and unscheduled events place new demands on human and machine every day. It’s a good job that the new Sprinter with six-speed gearbox adapts perfectly to the individual needs of its drivers.
To show that it is on hand to make light work of hard tasks, we developed the first ever font to be generated from real gear change manoeuvres: Shiftography. To generate the font, we tracked the gear change manoeuvres during a courier driver’s night shift. A complete alphabet was created from the various gear changes.
Shiftography was used to create eye-catching adverts which depict the extreme everyday working lives of the people in our target group. In addition, people were also able to download the Shiftography font free of charge.