BRIEF:
People don’t realize there is a literacy crisis among many children in Canada.
Raise awareness of this issue and encourage donations to the Indigo Love of Reading Foundation.


INSIGHT:
The public is apathetic towards the issue of illiteracy because it doesn’t seem real to them.


IDEA: 
What if everyone could feel what it's like to be illiterate?

 A children’s story written in the unreadable language will be sold in Indigo stores. 100% of sales profits go towards the Indigo Love of Reading Foundation.

THE UNREADABLE BOOK

A children’s story written in an unreadable alien language. The book will be sold in Indigo stores across Canada,
with 100% of sales profits going towards the Indigo Love of Reading Foundation.

 We created an alien alphabet that's unreadable to the general public.

The campaign will use an entirely new, alien alphabet that's unreadable to the general public.

 Indigo stores across Canada will translate their signs into the alien characters as a PR stunt.

Indigo stores across Canada will translate their signs into the alien characters as a PR stunt.

 Billboards and other outdoor ads will bring the alien language into the public eye. 

Billboards and other outdoor ads will bring the alien language into the public eye. 

 A Facebook status update translator makes social posts impossible to read, driving curious individuals to the Indigo Love of Reading Foundation website.
 

A Facebook status update translator makes social posts impossible to read,
driving curious individuals to the Indigo Love of Reading Foundation website.

 

Spec work
CW: Evan Miguel
AD: Sherlock Chang