On the occasion of the third anniversary of Bang In The Middle, the agency has come up with an innovative way to celebrate it.
It is a year-long plan where the intention is to give tribute to the 26 letters of the English alphabet. Considering that there are 26 letters and 52 weeks in a year, the maths is quite simple. There will be one letter every fortnight (with two posts, one every week). One will be to applaud the lower case and another to salute the upper case.
Speaking about the initiative, Prathap Suthan, CCO, Bang In The Middle, said, “Writing is one of our strengths and through this, we wish to bring alive the magic of each letter. The charm of uncorking the brilliance of each letter is our intention. We started with the letter ‘a’, and then went on to ‘A’. After which we decided to mess up the sequence and came up with the letter ‘t’ and now 'w'. The reason behind doing this is to keep the interest level high. Now that this has picked up steam, we have people writing in with their own favourite letter and their interpretation."
For the moment, it is a social media activity posted under the hashtag #Artofletters on the agency’s social media page and it is getting good response. Soon, the agency will intent to hold an exhibition of all the letters later on.
Suthan believes that this is a first-of-its-kind initiative done by any agency to give tribute to the English alphabet even though there are manypieces of typography work done around fonts.