Illiterate Ads

Creative idea

To make the nation aware of the literacy gap, Pepco, the go-to store for families and children, known for democratizing access to quality products, stunned Romanians with an atypical Back-To-School campaign that made the internet react unknowingly. As part of this initiative, instead of having agency copywriters involved, Pepco decided to leave the reins of the communication in the hands of the ones that need school the most: illiterate children from rural areas. No wonder the public outrage suddenly shifted to empathy and support the moment the writers unseen story was unveiled.

Brand name: Pepco
Advertiser / client: Pepco
Product / service: School supplies
Campaign name: Illiterate Ads
Agency network: VML
Agency: VMLY&R Bucharest
Additional company: Loops Production
Production company: Loops Production
!n/f[label_opt1:]: 1
Executive creative director: Bogdan Teodorescu
Creative director: Ioana Ichim, Bogdan Dinu
Art director: Bogdan Dinu
Copywriter: Ioana Ichim
Account director (agency): Mina Ionescu, Raluca Dinu, Irina Matei
Managing director: Mircea Pascu
Strategic planner / strategist: Dinu Gutu
Senior planner: Miki Craciunescu
Pr director: Denissa Mic
Director: Tom Wilson
Agency producer: Alex Ionescu