Cannes Lions

Square Peg, Round Hole

PHOTOPLAY, Sydney / MADE BY DYSLEXIA / 2023

Film
Supporting Content
Film

Overview

Entries

Credits

Overview

Background

The production for 'Square Pegs' involved time in the studio and on location to capture original footage of objects and scenes that represented the 'hole' in our education system that dyslexic thinkers face.

The concept involved perfectly matching each shot in terms of scale composition so that the hole motif would be the central and unchanging element. A variety of specialty macro lenses were used to up-scale the smaller objects and enabled the perfect match for the chosen composition.

The simplicity of the visual was a great starting point to build out this conceptual library of visuals that could be edited to the gravitas of Academy Award-winning actor Jeremy

Execution

The latest campaign by Made by Dyslexia, a charity led by dyslexics, to advocate for the reshaping of global school systems to empower Dyslexic Thinking.

Education systems across Australia, the US, and the UK aren't designed to support the way dyslexic children learn, with the charity’s research finding that only 1 in 10 teachers globally have a good understanding of the strengths associated with dyslexia and Dyslexic Thinking.

The campaign is voiced by Academy Award-winning actor Jeremy Irons (known for voicing Scar in The Lion King, among a slew of other renowned roles).

Outcome

The film kicked off a global social and PR campaign to encourage governments to upskill teachers, launching in the build-up to a Dec 2nd reading in UK parliament to make teacher training and dyslexia screening mandatory.

The film was sent directly to all members of the UK government and shadow cabinet. It was discussed in over 14 news publications and has been organically viewed over 100,000 times. It was also shared on social media by the celebrities that took part in the campaign (including Richard Branson).

In the 24 hours after the campaign launch, numerous governments took notice. New York City has committed to 100,000 teachers taking the upskilling training.

Made by Dyslexia CEO Kate Griggs adds, “We want to make the biggest impact possible with the Square Pegs film. It’s exactly the right time to tell governments globally to reshape education to fit our most gifted thinkers.”

Similar Campaigns

11 items

Shortlisted Cannes Lions
Dyslexic Thinking

FCB LONDON, London

Dyslexic Thinking

2023, MADE BY DYSLEXIA

(opens in a new tab)