When you can't read, the world is a confusing place.
To raise awareness for World Literacy Month, we created an experience that put people in the shoes of the 20% of the world that can't read. We redesigned the drive-thru menu and packaging of a nearby Burger King and recorded their reactions. On our social channels, we used Facebook and Instagram's translate functions to confuse and surprise people scrolling through their feeds.
My Role: Campaign Concepting, Art Direction