Literacy Foundation: The Gift of Reading - Cinderella

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Released:	November 2008
Brand name:	LITERACY FOUNDATION
Agency:	bleublancrouge
Country:	Canada
Category:	Public awareness messages
Tags:	Fairy Tale Heroes in Advertising Social Advertising

Credits:

Bleublancrouge fights illiteracy with the Literacy Foundation by launching a new awareness campaign in honour of the tenth anniversary of The Gift of Reading®. The campaign is featured on TV, in print and on postcards.

“In Quebec there are children that don’t even have ONE new book… in 2008,” says Gaëtan Namouric, Executive Vice-President and Creative Director at the agency. “Reading feeds our imaginations. When a child doesn’t have access to reading, that’s a child deprived of an imaginary world. This unbelievable injustice should mobilize a large number of industries in the field of culture, media, publishing and even ours, advertising. What would our future be if people couldn’t understand our messages? The mobilization behind The Gift of Reading® is also to take action to protect tomorrow’s creative; everyone in our industry should contribute.”

Client: Literacy Foundation – Maryse Perreault, Marie-Claude Clermont, Amélie Marcotte-Losier
Agency: Bleublancrouge
Client services: Carol Jungpeter
Project manager: Audrey Besner
Creative director: Gaëtan Namouric
Writer: Maxime Paiement
Art director: Frédéric Roux

Television advertising:
Agency production coordinator: Lisa Arduini
Director: Jean-Michel Ravon
Director of photography: André Turpin
House production: La Fabrique d’Images
Post production: Buzz Images
Music buying: Joss Dumas, AudioZ
Music: 4 Monkeys
Sound: AudioZ