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SI-OTREN INOTORMOP (In-store promotion)

CSR operation for the Happy Meal

The Illiteracy rate in the USA hasn't changed for 10 years, and most people don't appreciate how difficult the most basic daily task are when you can not read. McDonald's wanted to raise awareness of this and develop the joy of reading. In November last year, in Chicago, it redesigned all the in-store communication so that the texts were completely unreadable and not understandable, from posters to menus through to the toilets names. The surprising reactions of the clients was then explained with a tagline making the relationship with the new Happy Meal gift: a book for kids to create the joy of reading
TitleLiteracy Store
Agency
Campaign Literacy Store
Advertiser McDonald's
Brand McDonald's

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Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
Media Type Case Study
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About Leo Burnett Chicago

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Casting was a balance of hair and performance; with actors – especially the husband – who could be coated with winter white and react to the surprise without being overly wacky.

“We all agreed that the tone should be more curious calm than over the top. There had to be a layer of real to the surreal premise,” explains director Rob Pritts. “Most of the spot is without dialogue, so expression is everything.”