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Pablo Jiménez, art director
Kamil Kowalczyk, writer
John Hansa/Tony Katalinic/Kelly Neill, creative directors
Matt Kuttan, group creative director
Dave Loew/Jon Wyville, executive creative directors
Susan Credle, chief creative officer
Ross Greenblat/Benjamin Milan, producers
Denis Giroux, executive producer
Arc Worldwide/Leo Burnett Chicago, ad agencies
McDonald's, client
Books have an incredible impact on children's lives; unfortunately, one in four children in America grow up without learning how to read. To demonstrate McDonald's support for children's literacy, a McDonald's restaurant in Chicago was transformed into the Literacy Store. We replaced all of the regular words in the restaurant environment with nonsensical, unreadable language, altering the digital menu board, posters, tray liners and restroom signs. Even ketchup packets and employee nametags were made illegible. Restaurant visitors were left to wonder what was going on until the digital menu board revealed the message: 'To a child who can't read, the world can be a confusing place. To spread the joy of reading, we're including original kids' books in every Happy Meal.' Starting on November 1—National Literacy Day—and continuing for two weeks, McDonald's replaced the toy in Happy Meals with an original children's book. More than 20 million Happy Meals containing original children's books were distributed nationwide. That's five million more books than the entire Hunger Games trilogy sold in the whole of 2013. The Literacy Store supported the McDonald's effort and created a conversation about the importance of reading.
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