| Title | DYSLEXIA TAKEOVER |
| Brand | MCDONALD'S |
| Product/Service | FAST FOOD |
| Category |
A12. Corporate Social Responsibility (CSR) / Corporate Image |
|
Entrant
|
NORD DDB Stockholm, SWEDEN
|
|
Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
Credits
| Andreas Dahlqvist |
NORD DDB Stockholm |
CCO |
| Petter Dixelius |
NORD DDB Stockholm |
Copywriter |
| Joel Ekstrand |
NORD DDB Stockholm |
Art Director |
| Stina Nyberg |
NORD DDB Stockholm |
Account manager |
| Jeanette Ytterman |
NORD DDB Stockholm |
Account Director |
| Hogir Aslan |
NORD DDB Stockholm |
Digital Account Director |
| Jesper Andersson |
NORD DDB Stockholm |
Planner |
| Lina Gooch |
NORD DDB Stockholm |
Business Director |
| Daniel Liljas |
NORD DDB Stockholm |
Graphic Designer |
| Robin Löthberg |
NORD DDB Stockholm |
Social Media Manager |
| Denice Heurlin |
NORD DDB Stockholm |
Producer |
| Olle Lindholm |
NORD DDB Stockholm |
Editor |
| Natan Gullström |
NORD DDB Stockholm |
Editor |
| Luca Monterosso |
NORD DDB Stockholm |
Editor and Motion Graphics |
| Sara Davidson |
Prime |
Senior Associate |
| Axel Tesch |
Prime |
Junior consultant |
| Emanuel Falsén |
OMD |
Business Director |
| Hildegard Rodriguez |
OMD |
Client Manager |
| Linda Rosengren |
Visual Art |
Project Manager |
| Claes Thor |
Visual Art |
Motion Designer |
| Rikard Larsson |
Visual Art |
Broadcast Technician |
| Mats Fogelberg |
Prime |
Senior Advisor |
Why is this work relevant for Brand Experience & Activation ?
We used the scale of McDonald's brought OOH media to simulate dyslexia and made millions of Swedes experience fist hand what it feels like to live with the diagnosis.
Background
McDonald’s is Sweden’s biggest promotor of reading thru Book Happy Meal. Over 15,5 million children’s books have been distributed since 2001. This year one of the books, Bråkiga Bokstäver (Rowdy Letters), is a story about a little boy who has trouble learning to read and gives the reader an understanding of how it feels to grow up with dyslexia.
Describe the creative idea
To give all Swedes a sense of what it feels like to live with dyslexia, McDonald’s let their digital outdoor advertising nationwide and even the restaurant menu boards simulate what dyslexia feels like during World Dyslexia Awareness Day on August 4.
Describe the strategy
McDonald's local brand role in Sweden is "Big enough to make a difference". Book Happy Meal is one of the yearly initiatives which is most appreciated among families. Since 2001, the brand has established itself as the country's leading promoter of children's books and reading, so raising awareness about dyslexia was a natural evolvement of that long standing commitment.
Describe the execution
Implementation:
We simulated dyslexia on all McDonald's digital outdoor ads and on the restaurant menu boards during World Dyslexia Awareness Day. All campaign material looked like ordinary campaign ads but we added an animation that made the letters jump around, just like many people with dyslexia describe their diagnosis.
Timeline:
From from 10 am to 23 pm on World Dyslexia Awareness Day.
Placement & scale:
Nationwide on all McDonald's digital outdoor ads and on takeovers on the restaurant menu boards.
List the results
Earned media reach in 24 hours: 19 700 000+
(Sweden has just above 10 000 000 inhabitants).