2018 Brand Experience & Activation


Product/ServiceFAST FOOD
Category A12. Corporate Social Responsibility (CSR) / Corporate Image
Entrant NORD DDB Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
Name Company Position
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.


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).