Reading is Fundamental: Book People Unite by Mother New York for Reading is Fundamental

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Reading is Fundamental: Book People Unite

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Industry Public awareness
Media Film
Market United States
Agency Mother New York
Director Rafael Fernandez
Creative Director Jed Grossman, Eugene Fuller, Stacey Lee
Art Director Bobby Hershfield, Michael Ian Kaye
Producer Rich Pring, Darren Foldes
Editor Noah Herzog, Matt Dunlap
Released April 2012

Credits & Description

Category: Fundraising & appeals
Advertiser: READING IS FUNDAMENTAL
Product/Service: LITERACY ORGANISATION
Agency: MOTHER NEW YORK
Production Company: GREEN DOT FILMS, Santa Monica, USA
Chief Creative Officer: Mother Ny
Creative Director: Jed Grossman, Stacey Lee, Eugene Fuller,
Art Director: Michael Ian Kaye, Bobby Hershfield
Agency Producer: Dana May
Producer: Rich Pring, Darren Foldes
Director: Rafael Fernandez
Editor: Noah Herzog, Matt Dunlap
Post Production: Alia Nakashima
Animation: Curious Pictures
Music: Bill Reilly
Director Of Photography: Tuomo Virtanen
EditingCompany: General Editorial
Director Of Photography: Tuomo Virtanen
Editing Company: General Editorial

English Description
Book People Unite was created for literacy organization, Reading is Fundamental, to improve children’s literacy in America where only one in every 300 US children in underprivileged areas has access to a book. Through a music video format we brought together a breadth of book characters, spanning visual styles, publishing houses and nostalgic memories. In keeping with the collaborative spirit, The Roots produced the track and were joined by some of today’s most popular musicians including, John Legend, Regina Spektor and Coldplay’s Chris Martin to appeal to the heartstrings and purses of our Young Mom target audience.