South Africa ranks 75th in the world for literacy. A shocking truth that Woolies took on this Christmas together with the NGO Shine Literacy for their giving back campaign. To get shoppers to swipe and join in giving back, we didn't show them where our country is, but where it can be with the gift of literacy.
We worked with 26 kids who were on the path to literacy and created the 'Just Imagine Alphabet'. An alphabet of where they imagine where literacy can take them, designed to  be a book, an interactive window and a Virtual Reality experience.
Lung Animation took the kids' dreams and created a Virtual Reality experience, where shoppers in store could step into a world of literacy and become an astronaut, a chef or the queen of donuts.

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