French children love Happy Meal food & toys.

Approximately 180 000 Happy Meals ordered per day in France.

However, what they like much less is reading.

According to a PIRLS study French schoolchildren have been ranked last in Europe for their reading skills, marking a steady decline since 2001.

McDonald’s France decided to tackle this subject head on.

How can we commit to put books in children’s hands and giving them the taste of reading?

Since 2015, McDonald's has created 9 exclusive collections with pedagogical themes.

In 2020, McDonald’s launched a complementary offer: « The Wednesdays to read “

Every first Wednesday of the month, 1 album is offered in addition to the surprise of the Happy Meal!

To highlight graphically the "Wednesday to read", 4 visuals represent iconic and popular places for children, but which are empty. "And if we're spending the wednesday to read ?".

The idea of the campaign is to show places usually frequented by children on Wednesdays, parks, funfairs, rollercoaster, but completely empty. Because now on Wednesdays, the children read books offered in their Mc Donald's Happy Meal.

To do this, we did not use an advertising photographer. We decided to make this series of photographs with a famous visual artist, specialist in still lifes and desert landscapes. Shoot with natural light, the challenge was to build visuals that are empty but nevertheless joyful.

This campaign is out on April 5th, so it's impossible for us to give you impact's information even before end of April.