*This project won the Design Bridge and Partners “Move a move that matters” Award at New Designers show 2024 and Dragon Rouge Firestarters 2024. Click here to see more.
+ Packaging
+ Editorial
+ Marketing Strategy
In the digital age, research indicates that the younger generation have less time for leisure reading. Instead, they spend more time passively scrolling on their digital devices. This shift can be attributed to the fast-paced lifestyle and short attention spans. This project aims to get people off their screens and re-engage with the joy and experience of tactile reading.
Solution
Through personal observation, many young adults have developed the habit of “screen eating,” where they frequently engage with their smartphones during meal breaks, especially when having fast-food takeaways. Among all the fast-food chains, Mcdonald’s is Gen Z and Millennials (from age 18-30) top choice for a quick meal. Additionally, Short Édition publishes fiction around the world via Short Story Dispensers for the public to enjoy a serendipitous literary experience for free.
Building a reading habit is not a short-term challenge, but taking small steps can make a change. McDonald’s collaborates with Short Édition to establish a campaign that encourages people to put down their phones briefly during mealtime and enjoy some “food for their mind” by dipping into a world of stories.
Short Édition's stories come in various fiction categories: romance, fantasy, sci-fi, mystery, classics or even comics. The kiosk machine of McDonald's will integrate the story dispenser features, printing the short stories on the back of the receipts.
1 - Order your meal
2 - Select a catagory
3 - Print
this campaign - of course - it's all about dipping.
Changing the look of their everyday route, being surrounded by visual advertising
will encourage them to take a step back to look and read. The floor print intends to
get into their sight while they are looking down on the phone.