DDB Group Melbourne has produced a campaign for Made by Dyslexia, featuring actor Jeremy Irons.
The campaign, voiced by Irons, sees the charity call up on schools across the world to allow their teachers to Take A Day to Learn Dyslexia and upskill using the free online training offered in partnership with Microsoft.
https://www.youtube.com/watch?v=gHR_seQSft0&ab_channel=DDBAustralia
It forms the next part in the charity’s Learn Dyslexia campaign and launches n the build-up to a 2 December reading in UK Parliament on making teacher training and dyslexia screening mandatory.
The charity has found that only 1 in 10 teachers globally have a good understanding of the strengths associated with dyslexia and dyslexic thinking.
“Our schools are filled with round holes because a large majority of students fit snugly within them,” said Irons in the campaign’s hero film, which features a range of round objects including a playground tunnel, watch face, basketball hoop, and camera lens.
But, “what if some people, just by being outside of the round hole, can start to see the world entirely differently? What if they have exactly the type of thinking that can change the world?”
DDB Group Melbourne Executive Creative Director Psembi Kinstan said: “We’re grateful for the team of square pegs that contributed to bring this to life, from Jeremy Irons to the incredibly talented team at Photoplay and the exceptional Kate Griggs at Made by Dyslexia. We are extremely excited about this campaign, and all of our future work with Made by Dyslexia, to change perceptions of Dyslexic Thinking around the world.”
Photoplay Director Dropbear (aka Jonathan Chong) said: “We spent time in the studio and out in the city capturing a variety of interesting objects and scenes that represent the profound ‘hole’ the education systems forces all students into.
“We wanted to be really graphic, in terms of the composition and colour tones. The simplicity of the idea was a great starting point to build out this conceptual library of visuals that we could edit together.”
Credits:
Client: Made By Dyslexia
Founder: Kate Griggs
Strategist: Shirley Short
Events and marketing manager: Isabelle Higham
Head of PR and campaigns: Lauren Hunt-Morgan
Agency: DDB Group Melbourne
CCO: Stephen de Wolf
ECD: Psembi Kinstan
Creative directors: Giles Watson and James Cowie
Creatives: Olivia Daniele and Gabrielle Sandel
Senior lead agency producer: Sonia McLaverty
Managing partner: Pippa O’Regan
Senior business manager: Oliver Corcoran
Production company: Photoplay / Playtime
Director: Dropbear
EP: Oliver Lawrance
Producer: Tom Slater
DOP: Cesar Salmeron
Editor: Dropbear
Post: The Editors
Colourist: Trish Cahill
Composer: Josie Mann
Sound Post: Sonar Music
