The chubby font promotes positive chubby girls in ambient campaign via Dentsu Tokyo

Dentsu Tokyo has created the chubby font to convey the concept of Japanese magazine “La Farfa”. The magazine protests that being chubby is not unhappy – be positive and live happily as you are. They wanted to communicate with chubby girls beyond magazine media. Dentsu invented this innovative font. After the launch, all Japanese fashion magazines and websites mentioned the font and the mood of positive chubby spread within Japanese girls.

Credits – Creative Director: Hiroshi Akinaga. Art Director: Yuki Muroi. Planners: Seri Takishima, Isao Taniguchi.