Happy Meals - Roald Dahl Books
Over the last few years, as part of their Happy Readers initiative to get kids readings more books, McDonald’s have been giving away millions of books in each Happy Meal. Just like the free books in McDonald's Happy Meals, we brought Roald Dahl to life.
The campaign Lewis created, which included online films, radio spots and social posts, played with the idea of Roald Dahl’s stories actually happening in the real world. Fake news before fake news was a thing.
Lewis’ Role:
Concept, Art Direction.
The social posts borrowed click-bait style language, and attention grabbing headlines from the world of social news sites.
When people clicked the social posts, they were able to read full tongue in cheek articles based on the stories of Roald Dahl, as well as find out more information about Happy Readers and McDonald's.
