CHALLENGE:
When a European Commission report revealed that 1 in 5 teenagers in Europe lacked basic reading and writing skills, McDonald’s decided to use their scale and reach to help. So, they briefed us to find a way to raise child literacy among their broad customer base.
SOLUTION:
We turned one of McDonald’s most iconic marketing platforms, the Happy Meal, into a tool for education by giving away fun and educational books with each purchase.
In addition, we developed a new, original companion app that brought to life scenes straight from Roald Dahl’s imagination through sounds, colour and motion.
