Toyota wanted a clever promo giveaway related to its new, ultra compact car, the iQ. Happiness-Brussels, an ad agency, responded with an ingenious solution: Why not a font, drawn using the car's own tires?
To pull it off, the agency hired the graphic designers Pleaseletmedesign, stunt driver Stef Van Campenhoudt, a interactive designer Zach Lieberman. The latter created a program to track the motion of the car's skid; the designers told the driver exactly what sort of skids they'd need, to create strokes from which they could build an entire font. The made the end result--the surprisingly elegant iQ font--available as a free download (though the link appears to be broken right now).
The agency posted pictures of the process here, and produced a video as well:
[Via Creative Review]