Award Winning Project:
Won Bronze Lion for media, retail, e-commerce, and restaurants at Cannes Lions.
Internal Agency Credits:
Executive Creative Directors: Jim Carlton, Jon Wyville, Dave Loew
Group Creative Directors: Matt Kuttan, Ron Smith
Senior Art Directors: Pablo Jimenez
Copywriter: Kamil Kowalczyk, Mike Shaffer
Executive Producer: Denis Giroux
Producers: Ross Greenblat, Benjamin Milam
Account Director: Jennifer Cacioppo, Susan Stein
Account Executive: Jennifer Klopf, Suzanne Aguilar, Alison Clark, Meredith Metzl, Andrew Parker, Krystle Wahnschaffe
Digital Production: Matt Kuttan, Kelly Neil, Jeremy Rojas
Planner: Anca Rhone
Resource Manager: Mao Moua
Concept: To a child who can't read, the world can be a very confusing place. We decided that there is no better way for customers to understand that, than to experience it first hand, for a day.
Activation/Tactics: In November 2013, McDonald’s spread the joy of reading by giving away over 20 million children’s books in Happy Meals. To further demonstrate McDonald’s support for children’s literacy, a McDonald’s restaurant in Chicago was transformed into The Literacy Store. We replaced all of the regular words in the restaurant environment with nonsensical, unreadable language, altering the digital menu board, posters, tray liners, and restroom signs. Even ketchup packets and employee nametags were made illegible.
1 in 4 children in America grow up without learning how to read. By putting books in the hands of more children, McDonald’s hopes to use its scale to make a positive difference.