Pearson, the educational publishing company, has launched a global initiative to combat illiteracy with the actress and model Lily Cole as its ambassador.
FCB Inferno created the campaign, which is led by a 90-second animated film, called "alphabet of illiteracy", that runs through the consequences of illiteracy in an A-Z format. The spot features handcrafted sculptures and is set to the melody of the 1948 song ‘A’ You’re Adorable. The work was written by Martin McAllister and art directed by Julia Ferrier. The sculptures were made by Wilfrid Wood and animated by Red Knuckles, while 1stAveMachine was the production company.