Maharashtra Dyslexia Association Direkt, Design und Branding The Dancing Letters McCann Erickson Mumbai

The Dancing Letters

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Wohlfahrtsorganisationen, Stiftungen, Volontaire
Medien Direkt, Design und Branding
Markt Indien
Agentur McCann Erickson Mumbai
Associate Creative Director Pranav Bhide, Archit Gadiyar
Executive Creative Director Subramani Ramachandran
Veröffentlicht März 2016


Cannes Lions 2016
Design Communication Design: Publications & Editorial Design Silver Lion
Design Communication Design: Books Bronze Lion

Kredite und Beschreibung

Title: The Dancing Letters
Agency: Mccann Worldgroup India
Brand: Maharashtra Dyslexia Association
Country: India
Advertising Agency: Mccann Worldgroup India, Mumbai
Entrant Company: Mccann Worldgroup India, Mumbai
Media Agency: Mccann Worldgroup India, Mumbai
Pr Agency: Mccann Worldgroup India, Mumbai
Production Company: Mccann Worldgroup India, Mumbai
Additional Company: Mccann Worldgroup India, Mumbai
Design Agency: Mccann Worldgroup India, Mumbai
Associate Creative Director: Pranav Bhide (Mccann Worldgroup)
Executive Creative Director: Subramani Ramachandran (Mccann Worldgroup)
Associate Creative Director: Archit Gadiyar (Mccann Worldgroup)
Creative Solutions Copy: Aakar Jain (Mccann Worldgroup)
Senior Creative Director: Sharmad Khambekar (Mccann Worldgroup)
Chairman (Asia Pacific), Chief Creative Officer (India): Prasoon Joshi (Mccann Worldgroup)
National Creative Director: Pradyumna Chauhan (Mccann Worldgroup)
Creative Solutions Art: Apurva Muranjan (Mccann Worldgroup)
Campaign Description:
Maharashtra Dyslexia Association handed out 'The Dancing Letters’ book to dyslexic kids, their parents and teachers. Created to reinvent the way of teaching a dyslexic kid, the book illustrates the common reversals, making it easier for him/her to distinguish between similar looking alphabets, words and symbols. In 14 unique and engaging ways, the book uses fun, interactive pop-up typography to showcase the predicament as well as the solution to kids, parents and teachers.
Some kids learn fast, a few others have dyslexia. Dyslexia isn’t the inability to read. The dyslexic mind learns differently. A fact that is not quite known to many. It's also a fact that dyslexic kids learn fast with multi-sensory approach. This fact led us to pop-ups. The pop-up methodology not only enhances the visual experience but also gives an opportunity to interact with the medium itself. Pop-up transformation of similar looking letters helps a kid remember the difference better, and also demonstrates to teachers and parents what goes inside a dyslexic mind.
Dyslexic kids learn better when a creative tool is used to teach them, so our design needed to excite them. Our book is based on pop-up methodology. Pop-ups helped us showcase the trickeries that go inside the mind of a dyslexic kid. We used this method to show how 'b' changed to 'd', 'n' to 'u' or 'A' to '4' etc. Multi-sensory techniques, bright colours and bold patterns were used not just to catch their attention but also help them remember better.
The Dancing Letters book has helped many dyslexic kids read and comprehend language better. In addition, the book educated parents and teachers about the common mistakes made by a dyslexic mind. It dispelled the misconception that dyslexia is a prediction of intelligence.
Dyslexia is described as a learning disability where kids have trouble with readability and comprehension in language. In the mind of a dyslexic kid, alphabets and numbers reverse, flip, mirror and jumble up. As a result, even familiar words become difficult to read.