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Does this literacy campaign prove that nobody reads copy anymore?

Posted by Tom Megginson | 20-02-2013 13:14 | Category: Education



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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.

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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.


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Advertiser:
Fight for literacy
Agency:
DDB, Paris
Additional credits:
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
Source:
Ads of The World




Comments


Comments about Does this literacy campaign prove that nobody reads copy anymore?

Wow, these are so clever. But I think “Purple Monkey Dishwasher” was my favourite part of this post…. I read things compulsively, and sometimes to my detriment: often in an art gallery, I’m drawn to the card next to the work of art, because I want to read it. (Look at the art, dear.) If there is nothing else to read at, say, the breakfast table, I will read the cereal box - again. I like to read ads - except the ones on bus benches that say, “You just proved bus stop advertising works!”
Why are these ads about literacy in France, all in English?

Posted by Mary Taslimi | 22-02-2013 16:05

Comments about Does this literacy campaign prove that nobody reads copy anymore?

Thanks for getting my old Simpson’s reference, Mary :)

Posted by Tom Megginson | 22-02-2013 16:17



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