McDonald’s

McDonald’s digital ‘forbidden’ book During the Dutch Children’s Book Week, McDonald’s Netherlands wanted to encourage more kids to read, and they turned to Marjon Hoffman to make this happen. That’s how the idea was born to play with the fact that kids always want what they’re not allowed to have. So Marjon wrote “Forbidden for Kids!”, a digital book with a face, full of quirky animations, that warned children not to read it. So, of course… they did. As the kid’s moved through the story, the book kept shifting genres: romantic, spooky, thrilling, dramatic, you name it. At the end, kids could choose which genre they liked best and instantly see a list of recommended books that matched their taste. This special digital reading experience was created in collaboration with the Dutch Foundation for the Promotion of Books (CPNB).

Odido

Odido’s “Phone Booklet” from the Netherlands’ largest mobile provider. Kids are spending more time than ever on their smartphones, and as a result, reading among elementary school children is on the decline. In response to a new nationwide phone ban that took effect across all Dutch elementary schools in September 2024, Odido decided to take action. Partnering with bestselling children’s author Marjon Hoffman, Odido launched The Phone Booklet, a clever little book that looks exactly like a smartphone and is written entirely in chat format. This free booklet, written by Hoffman (best known for the Floor Rules series), was an instant hit. Elementary school teachers loved the creative concept and rushed to order it for their students. All 50,000 copies were gone within just two weeks. Odido’s Phone Booklet was nominated and won three awards at the Netherlands’ most prestigious advertising festival, and has been submitted for a Cannes Lions Copywriting Award.

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Unox

Anna’s Animal World is a storybook created by a classic Dutch sausage brand. But like many traditional meat brands, it realized the need to change, because eating too much meat just isn’t what today’s world is about anymore. That’s why Unox released a special edition storybook about a young girl with a huge love for animals, so much so that she doesn’t want to eat meat at all. There’s just one problem: her dad is a butcher…