Dude’s Vyner Street HQ, located directly on the Regent’s Canal in East London, was defaced with meaningless graffiti across its distinctive frontage in late 2024. The agency is not against graffiti. In fact, it recognises that the work of street artists tagging, spraying and painting the buildings of East London since the 1980s has given the area from Shoreditch to the canals of Hackney Wick its distinctive character. But this graffiti was an unwanted “gift”.
Dude could have become outraged at having its premises defaced, but its flair for creative thinking fixed on revenge instead. The agency decided to turn its unwanted gift into a creative and commercially viable gift back to the community and promote better art.
Using the original graffiti letters, the agency has created Rusht Gewey Hotsex Pistol Pete Sans, aka the world’s first revenge font, named after the string of words spray-painted onto the office. Proceeds from the sale of the distinctive sans font will be donated to arts and education charity, Bow Arts.
The campaign to promote the new font includes a custom-made banner hung on the agency building, that features an arrow pointing at the graffiti with the words, “Get this font”, and a QR code linking to the website. As well as prompting engagement via organic social posts, a ‘font raising’ party is also planned.
Before downloading the font, visitors to the site will be able to test it out on screen. They are also given the option to donate to Bow Arts, a local non-profit organisation nurturing London’s diverse creativity and talent.
Joe Ribton, creative at DUDE, stated, “At DUDE London we are very proud of our building in East London among all the creativity that defines this corner of the city – which is so well encapsulated in the amazing street art that locals (like myself) see on every free bit of wall space. So, 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.”
Credits:
Creative Agency: DUDE
Executive Creative Director: Curro Piqueras Parra
Creative Director: Tomás Gianelli O’Ryan
Art Directors: Joe Ribton & Daniela Gonzalez Lavalle
Copywriters: Sophie Becker & Alex Prew
Client Lead: Hamish Day
Account Executive: Giulia Orlandoni
Head Of Production: Francesca Granata
Producer: Arianna Capizzi
Production Assistant: Michele Potrich
