DYSLEXIA TAKEOVER

ClientMCDONALD'S
Category C01. Animated Digital Screens
TitleDYSLEXIA TAKEOVER
Product/ServiceFAST FOOD
Entrant NORD DDB Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
Credits
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

Write a short summary of what happens in the ambient or digital execution or campaign.

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.