They say revenge is a dish best served cold – but for independent creative agency DUDE, it’s best served creatively.
After their East London office was hit with mindless graffiti, the team decided to turn the scribbles into something valuable: a brand-new typeface.
The Rusht Gewey Hotsex Pistol Pete Sans font takes its name from the random words spray-painted onto the agency’s Vyner Street HQ.
Instead of lamenting the defacement, the agency transformed it into a unique ‘revenge’ font, with all proceeds going to Bow Arts, a charity supporting arts and education in London.
The campaign features an OOH banner on DUDE’s building with an arrow pointing to the graffiti and a QR code for downloads.
There’s also an interactive website, organic social push, and even a ‘font-raising’ party to celebrate the launch – turning a random act of vandalism into a creative win for the community.
Joe Ribton, Creative at DUDE, said: “When the graffiti gods cursed us with something lazy and a bit rubbish, we decided to use our creativity to get our own back. The Revenge Font felt like the perfect solution: we’re not doing this for money, we’re doing it for fame… with a side of vengeance. Ultimately, if we can help Bow Arts get an increase in donations, then next time the building gets tagged at least the art will be better!”
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