| Title | DYSLEXIA TAKEOVER |
| Brand | MCDONALD'S |
| Product/Service | FAST FOOD |
| Category |
B05. Use of Print / Outdoor |
|
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 Direct?
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
Situation:
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.
Brief:
McDonald's local brand role in Sweden is "Big enough to make a difference". This year one of the books in Book Happy Meal, 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.
Objectives:
Use McDonald's scale and size to raise awareness about dyslexia.
Describe the creative idea
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.
Describe the strategy
Almost 10% of Swede's have dyslexia or reading disabilities. But far more people are affected by it as almost everyone knows a family member, colleague or friend who has it. The target audience for Happy Meal is obviously families but for this campaign we targeted the whole population. The approach was to surprise passers by and guests and make them stop for a moment and think how dyslexia affects people in everyday life.
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).