This literacy campaign from DDB Paris is great from a creative point of view. I mean, who wouldn’t want to work on this? There’s nothing ad creatives like better than satirizing their own industry.
That said, I would bet that many more than 10% of the people who saw these ads in context would even try to read them. As a result of cultural shifts like photo/video microblogging and global multiculturalism, the written message appears to be on the decline. My son could operate a computer and a smartphone before he could read. Which is a good thing. But when he struggles with an assignment, he tells me that reading is overrated. I write for a living.
You’re not even reading this now, are you? I hear that long-form blogging is on the decline, too. Purple Monkey Dishwasher. Let’s continue looking at the cool ads. They’re about literacy.
Fight for literacy
Executive Creative Director: Alexandre Hervé
Art Director: Emmanuel Courteau
Copywriter: Jean-Francois Bouchet
Account Director: Jean-Jacques Sebille
Agency Producers: Justine Bruneau, Quentin Moenne Loccoz
Accounts: Sophie Legent, Kenza Adeïda
Account manager: Pierre Beffa
Ads of The World