Also, the font looks pretty generic and nothing special or unique. I do not see much value here, there are probably 100 fonts that look pretty similar to this.
Is there much prior example of other metropolis making this deep of a design choice on small details like a custom font?
Most advertising agencies have.
Some campaigns German consumers would be aware of:
- Saturn, "Geiz ist geil"
- Edeka, "Supergeil"
- Sparkasse, "08/15 Bank" (very beige board meetings)
- Bild, "Bild dir deine Meinung"
Basically if you've seen any catchy ad campaign on German television in the past thirty years it was probably made by them. You don't have to like their work or think that it's good but they've been extremely successful and so have been many of their campaigns.
The Sparkasse ads were also from the mid-2010s. They were basically very beige board meetings of the "08/15 Bank" (08/15 meaning "standard issue" or "run of the mill" in German though the exact origin is disputed - likely somehow relating to the MG 08/15 machine gun of WW1). You couldn't really sit through an ad break without seeing one.
Wow, this is really creative. Seems similar in vein to "Berlin to Warsaw in one tank" by Jeremy Clarkson on VW Scirocco.
Looking at the advertising award shows in 2022 and 2021 this also seems to be a "gold" idea so Berlin got probably a big discount if they paid anything at all. All for the awards...
Don't look what Jung von Matt Tech does or you gonna cry :D
I'm also not convinced most of their customers get a significant ROI from picking them over more "down to earth" agencies. I think in many cases it's just wanting to have some of the prestige of JvM without actually being a good fit for them.