McDonald’s brings the magic back to bedtime stories
McDonald’s France brings the bedtime story ritual to life with BedTellers School.
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After more than ten years of commitment to reading through its “A Toy or a Book” program included in the Happy Meal, McDonald’s France is taking on a new challenge: bringing the magic back to bedtime stories.
This ritual, which represents children’s first point of contact with reading, seems to have become more of a box to tick than a meaningful moment of connection: only 40% of parents still enjoy reading to their children.
Yet fostering a love of reading is about more than simply putting a book in a child’s hands, it is about bringing stories to life, sparking the imagination, and creating those moments of connection that families remember for years to come. It is from this belief that The Storytellers’ School was born, an innovative initiative imagined by TBWA\Paris to help parents (re)discover the joy of telling stories.
Credits
View on- Agency TBWA/Paris
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- Director Fabien Ecochard
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Credits
View on- Agency TBWA/Paris
- Director Fabien Ecochard
- Production Agency ELSE (In-House at TBWA France)
- Executive Creative Director Faustin Claverie
- Creative Director Corentin Salignat
- Copywriter Swann Richard
- Copywriter Julien Sens
- Producer Yaelle Cattan
- Executive Producer Jennifer Bauche
- Production Assistant Petronille Desforges
- Head of Post Production Severine Damolini
- Post Producer Clementine Pinsec Glaoui
- Head of Music/Sound Olivier Lefebvre
- Director of Sound Alexandre Robieux
- Director of Sound Fanny Mithois
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Credits
powered by- Agency TBWA/Paris
- Director Fabien Ecochard
- Production Agency ELSE (In-House at TBWA France)
- Executive Creative Director Faustin Claverie
- Creative Director Corentin Salignat
- Copywriter Swann Richard
- Copywriter Julien Sens
- Producer Yaelle Cattan
- Executive Producer Jennifer Bauche
- Production Assistant Petronille Desforges
- Head of Post Production Severine Damolini
- Post Producer Clementine Pinsec Glaoui
- Head of Music/Sound Olivier Lefebvre
- Director of Sound Alexandre Robieux
- Director of Sound Fanny Mithois
Because the same story can take on very different forms depending on how it is told, The BedTeller’s School focuses on what happens once the book is opened: an intonation that builds suspense, a pause that captures attention, an emotion that brings characters to life.
TBWA\Paris drew inspiration from theatre techniques to create a series of digital content pieces led by actor, director and theatre teacher Oscar Sisto. Filmed at the Théâtre de la Renaissance by director Fabien Ecochard, the hero film features Oscar Sisto sharing his acting secrets with a group of parents: characterisation, gestures, rhythm and eye contact.
Practical tips that can easily be recreated at home, helping transform an ordinary reading session into a true shared adventure.
