Creativity

Pearson's 'Project Literacy' Wins Health and Wellness Grand Prix at Cannes

Disturbing Alphabet Spelled Out World Evils

By Alexandra Jardine. Published on Feb 22, 2016

Editor's Pick

Pearson's "Project Literacy," by FCB Inferno London, has taken the grand prix in the health and wellness category at Cannes. Read more about what the jury said at AdAge.com.

Original story here:

A new version of the alphabet spelling out the world's evils makes uncomfortable viewing -- but that's the point. The video is by media and educational giant Pearson, promoting its new Project Literacy, a campaign through agency FCB Inferno to to raise awareness of worldwide illiteracy rates.

The film shows hand-crafted characters representing each letter of the alphabet in a disturbing list which is (jarringly) set to the cute melody of the 1948 song "A You're Adorable." Each letter spells out some of the world problems that could be helped by more people learning to read and write -- A is for AIDS, B for Bloodshed, C for Child Brides and so forth.

1stAve Machine produced the film and the characters were created by sculpture artist Wilfrid Wood, known for his satirical work on British TV series "Spitting Image." The film will run on social media targeting millennials, while each "letter" will also have a dedicated Instagram account featuring content on each topic.

Pearson aims for Project Literacy to raise awareness of the scale, severity and consequences of illiteracy, and position it as an urgent global issue. Model and actress Lily Cole will act as its ambassador. The objective is for illiteracy to be placed higher on the political agenda and, ultimately, for the United Nations to make illiteracy a more measurable target within the 4th Sustainable Development Goals so that by 2030 no child will be born at risk of being illiterate.

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About

Credits

Date
Feb 22, 2016
Agency:
FCB Inferno London
CCO:
Owen Lee
Client:
Pearson
Senior Art Director:
Julia Ferrier
Senior Copywriter:
Martin McAllister
Head of Strategy:
Chris Baker
Senior Strategist:
Nic Willison
Business Director:
Tom Kingham
Account Director:
Helena Georghiou
Senior Account Manager:
Olivia Pearson
Account Manager:
Charlie Griffith
Producer:
Charlotte McConnell
Producer:
Kate Grenfell
Social Media Manager:
Laura Visick
Production Company:
1stAveMachine
Director:
Red Knuckles
Designer/Sculptor:
Wilfrid Wood
Animation:
Red Knuckles
Producer:
Claire Plaskow
Executive Producer:
Isabella Parish
Senior Interactive Designer:
Nick Vassou
Interactive Producer:
Kit Peebles
Build:
Mobile Bakery
Seeding:
Village Communications

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