Fight for literacy: Dragon

Advertising Agency: DDB, Paris, France
Executive Creative Director: Alexandre Hervé
Art Director: Emmanuel Courteau
Copywriter: Jean-Francois Bouchet
Account Director: Jean-Jacques Sebille
Agency Producers: Justine Bruneau, Quentin Moenne Loccoz
Accounts: Sophie Legent, Kenza Adeïda
Account manager: Pierre Beffa
Published: February 2013

22 comments

eins-eins-null's picture
eins-eins-null
882 pencils

oscar in the category "randomness"

Grrrdude's picture
Grrrdude
33 pencils

I think I like this ad much more than your joke...

eins-eins-null's picture
eins-eins-null
882 pencils

perhaps next time try to think about more important stuff, starting with the differences between ads and comments on this website. and going on with the wisdom that lies in answering a bad joke that was supposed to be bad with a bad joke that was supposed to be good.

outsider9's picture
outsider9
39 pencils

I guess you live in your own world, Eins-Eins-Null. Your answer is so complicated, lol. I agree with the comment above yours.

eins-eins-null's picture
eins-eins-null
882 pencils

and i guess you and grrrrwhatever are the same person. 2. if you don't understand, you shoudn't judge, that normally has an unpleasant outcome. and anyway, why do you care that much about an opinion, kid? (rhetorical - no answer needed)

Milan Solanki's picture
Milan Solanki
988 pencils

This is the most illogical ad i have seen since birth

Picky1's picture
Picky1
215 pencils

On the contrary, this is a very logical campaign : it uses the visual codes of advertising but the text is obviously different, so only the people who can read will finally be able to make the difference. Sadly.

It is very clever, on my opinion. I love it.

Milan Solanki's picture
Milan Solanki
988 pencils

No offense, it's just my opinion. May be I got little carried away in expressing it, but I still hold the same view about it.

bate_palmas's picture
bate_palmas
1479 pencils

I don't think many people will understand this...

alausa's picture
alausa
1426 pencils

It's pandering to those who actually take the time to read details as opposed taking in the imagery and concluding.

Nike Diesel's picture
Nike Diesel
13389 pencils

+1 @alausa

WWWorker's picture
WWWorker
121 pencils

Because they're dumber than you, Bate-Palmas ? xD

Hey, man, franly, it's not complicated. You just have to r e a d. And if you liked the lord of the rings or the hobbit, I think you'll read the text and get the message. Unless you're illiterate, of course.

VampAd's picture
VampAd
1153 pencils

I love it.

Phiinter's picture
Phiinter
20 pencils

this is really nice. great insight.

Owolawi's picture
Owolawi
1500 pencils

It's refreshing to see an ad like this.

Nike Diesel's picture
Nike Diesel
13389 pencils

This is actually quite nice. Good work and cool idea.

ivethelloween's picture
ivethelloween
27 pencils

I love it! absolutely amazing! Bright!

Blazer's picture
Blazer
15 pencils

Simply awesome. I wish I had done it.

outsider9's picture
outsider9
39 pencils

Smart

Spoonfeederxxx11's picture
Spoonfeederxxx11
186 pencils

I personally think there's something quite intelligent about this idea...

It uses popular media against itself to get the message across...

pute's picture
pute
4 pencils

i love the idea, but i'm afraid another 3 million ppl might keep on thinking its a film about dragons, because they dont speak english?

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