I seem to remember Sagmeister showing this at OFFF last year in Lisbon. I'm pretty sure he had nothing to do
with the Absolut ads in the latter of 2009... as it came under a lot of diss from the creative industry, due to various
reasons I won't go into now. Not that he invented this typography in situ style, but he did really reinvent it and make
it his own (which many designers jumped on in their work) Anyway I'm glad this is finally out and to see him moving
into other mediums with this typography style ;-) This will probably appeal more to non-creatives, designers etc are
probably subconsciously sick to death with seeing this type of typographic solution :-(
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