I'm late to the party on this one, but if you haven't seen it all ready, go take a look at Nissan's new Journey to Zero pseudo-campaign.

Truthfully, the site is an initiative of Richard Wurman (of TED) focussed on reducing auto emissions. The site itself is masterfully executed, it's a rich experience, but never feels overwhelming. The typography is unreal, it's really worth diving deep into to discover all the goodness inside.

Check out the piece with the custom typeface by Marcus Ericksson. Brilliant!