menu

Literacy Campaign Messages Masquerade As Print Ads [Pics]

Literacy Campaign Messages Masquerade As Print Ads [Pics]
Advertising

Agency DDB Paris uses a clever poster strategy to include illiteracy stats and campaign information in standard-looking campaigns.

Emma Hutchings
  • 24 april 2013

These posters use a clever strategy to shine a light on illiteracy in France. Created by ad agency DDB Paris for a literacy campaign in the country, they look like typical advertisements for a car, mascara, bikini, holiday, computer, and a movie, but the text includes illiteracy stats and campaign information.

The posters reward those who take a closer look, as the people who just glance at them or can’t read the text don’t discover the point behind them. They state that over 3 million people in France (and almost 10% of those aged 18-65) will keep on thinking they’re real ads because they can’t read.

Literacy Campaign Messages In Fake Ad Posters [Pics]

They ask those who read the ads to help make illiteracy the national cause of 2013 and direct them to sign a petition of the National Agency for the Fight Against Illiteracy in France.

The Huffington Post reports that the campaign has been awarded a ‘Yellow Pencil’ by the Designers and Art Directors Club (D&AD) in the UK. Click through to see the ads, which have been translated into English:

DDB Paris

+#advertising
+ad agency
+Advertising
+car advert
+Culture
+Europe
+France
+posters
+technology
+UK
Trending

Experience The News In Virtual Reality

Arts & Culture
PSFK MEMBERSHIP


JOIN RETAIL INTELLIGENCE PLATFORM
Get access to retail reports and 20,000 retail insights


LEARN MORE

TREND REPORT


FORECAST 2020
The Consumer Roles That Will Shape Our Future
 

DOWNLOAD NOW

No search results found.