In April last year, Cheetos and Goodby Silverstein & Partners developed the brand’s hallmark Cheetle (cheese dust) side effect into an absurdly funny campaign based on the proposition that 99% of people eat Cheetos with their dominant hand. Because Cheetos are so irresistible at any time, they have to use their “other hand” for everything else – a baker botches a birthday cake, an artist creates a distorted forensic sketch, sports fans give missing celebratory high-fives, a plastic surgeon creates a nasty mishap and a football player is unable to make a decent pass.

This year, that campaign has extended into the creation of The Other Hand Font by Goodby Silverstein & Partners’ design studio, GS&P Design – a custom brand typography created using the non-dominant hand. The stunt is led by a promotional video that shows agency employees and founder, Rich Silverstein, on a typical (overblown) explanation of the font’s design process and the struggle to get the Cheetos font right because they’re limited to using a single hand.

Finally, the new font is revealed triumphantly. Despite the self-congratulations, it’s ludicrously child-like.

Cheetos is making The Other Hand Font available to people via a web download and Chrome browser extension while encouraging people to experiment with the typeface for work, study and other projects. Those who post creations on social media that impress the Frito-Lay brand will receive a special Cheetos bag displaying the font and a lo-fi rendition of mascot, Chester Cheetah, riding a skateboard.

The full campaign includes the online video, OOH, print and stunts.

Here is where the campaign began: