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The Literacy Store – a striking action to support reading, by McDonald’s (video)
After sharing Do Not Read This video from Room to Read, I just can’t resist the excitement of showing another great campaign that supports literacy.
What you’ve seen in the video is not a TV commercial with props and actors. The footage was shot in a real McDonald’s restaurant in Chicago, last autumn.
When you entered the restaurant you saw being absurd random sequences of letters, instead of words and sentences. Except McDonald’s logo there was not a single text in plain English. From menu boards to ketchup sachets to tray liners to toilet signs – everything was confusingly incomprehensible.
The action was designed to make visitors feel like illiterate children:
To a child who can’t read, the world can be a confusing place.
The Literacy Store was a part of a national campaign where McDonald’s replaced toys in Happy Meals with original children’s books. Over 20 million Literacy Meals were distributed in the first two weeks of November 2013 across the U.S.
The agency behind the campaign is Leo Burnett / Arc from Chicago. The creative team: Kamil Kowalczyk (copywriter) and Pablo Jimenez (art director).
McDonald’s Literacy Store has received many ad awards, including Silver Clio 2014 in experiential category.
More videos to check out:
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About Piotr Kowalczyk
Ad-man who decided to devote his life to books. Founder of Ebook Friendly, ebook enthusiast, and self-published short story author. Prefers reading on his iPhone, but when it comes to history books – Piotr always picks print.
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Instead of comments
The Ballad of Songbirds and Snakes
The Hunger Games Prequel
by Suzanne Collins
Part 1: The Mentor
Coriolanus released the fistful of cabbage into the pot of boiling water and swore that one day it would never pass his lips again. But this was not that day. He needed to eat a large bowl of the anemic stuff, and drink every drop of broth, to prevent his stomach from growling during the reaping ceremony. It was one of a long list of precautions he took to mask the fact that his family, despite residing in the penthouse of the Capitol’s most opulent apartment building, was as poor as district scum. That at eighteen, the heir to the once-great house of Snow had nothing to live on but his wits.
His shirt for the reaping was worrying him. He had an acceptable pair of dark dress pants bought on the black market last year, but the shirt was what people looked at. Fortunately, the Academy provided the uniforms it required for daily use. For today’s ceremony, however, students were instructed to be dressed fashionably but with the solemnity the occasion dictated. Tigris had said to trust her, and he did. Only his cousin’s cleverness with a needle had saved him so far. Still, he couldn’t expect miracles.
The shirt they’d dug from the back of the wardrobe—his father’s, from better days—was stained and yellowed with age, half the buttons missing, a cigarette burn on one cuff. Too damaged to sell in even the worst of times, and this was to be his reaping shirt? This morning he had gone to her room at daybreak, only to find both his cousin and the shirt missing. Not a good sign. Had Tigris given up on the old thing and braved the black market in some last-ditch effort to find him proper clothing? And what on earth would she possess worth trading for it? Only one thing—herself—and the house of Snow had not yet fallen that far. Or was it falling now as he salted the cabbage?
326 words read…
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The real danger is not that computers will begin to think like men, but that men will begin to think like computers.
– Sydney J. Harris –
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