1 in 5 people in the world do not have the chance to read. Burger King supports a foundation that promotes culture and learning to read in developing countries. In the United States, the famous fast food brand collaborated with the agency Code and Theory to set up an unusual operation. The idea: make his menus incomprehensible to drive to raise awareness of illiteracy.
The customers of the restaurant are thus faced with a menu that they do not understand and that they can not read. A relevant demonstration that illustrates the misdeeds of illiteracy with people who do not understand how this disability can complicate everyday life. Nevertheless, this idea is totally copied on a similar operation set up in 2014 by the direct competitor of the brand: McDonald's.