Creative Agency Claims Responsibility for Accidental Revival of 2011 Font Trend
Wellington-based agency Torpedo Swamp has issued a press release claiming ownership of what they are calling the 'unexpected and tragic resurgence of Lobster font in paid media.'
According to the release, the font—which last saw serious use decorating frozen yoghurt shops and yoga mat packaging in 2011—reappeared this week in a national billboard campaign for 'MunchMate,' a snackable cheese cracker brand that promises to 'crush hunger and your will to live.' The billboard features the word 'Yumzies!' in 146pt Lobster, layered over a spinning croissant.
Agency CD Lou Vega (no relation, legally) says the font selection was never meant to make it through the approvals process, adding, 'It was literally a placeholder. But we were three rounds deep and the client said they were vibing with the retro-casual energy. At that point, legally, we couldn't stop them.'
An internal source from the agency’s production team revealed the file name for the creative was ‘Z_DeadVersion4_FINAL_final_FINALupdate.jpg’. Despite five frantic attempts to walk it back, the billboard went live across twelve major intersections and at least one dog agility park. Torpedo Swamp has since issued new brand guidelines, which now include a 14-page ban list of fonts, including Lobster, Papyrus, and anything used unironically in a sports bar after 2pm.
According to the release, the font—which last saw serious use decorating frozen yoghurt shops and yoga mat packaging in 2011—reappeared this week in a national billboard campaign for 'MunchMate,' a snackable cheese cracker brand that promises to 'crush hunger and your will to live.' The billboard features the word 'Yumzies!' in 146pt Lobster, layered over a spinning croissant.
Agency CD Lou Vega (no relation, legally) says the font selection was never meant to make it through the approvals process, adding, 'It was literally a placeholder. But we were three rounds deep and the client said they were vibing with the retro-casual energy. At that point, legally, we couldn't stop them.'
An internal source from the agency’s production team revealed the file name for the creative was ‘Z_DeadVersion4_FINAL_final_FINALupdate.jpg’. Despite five frantic attempts to walk it back, the billboard went live across twelve major intersections and at least one dog agility park. Torpedo Swamp has since issued new brand guidelines, which now include a 14-page ban list of fonts, including Lobster, Papyrus, and anything used unironically in a sports bar after 2pm.