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Using brand iconography to teach a valuable lesson
TBWA\Hunt\Lascaris and Tiger Supermarkets joined forces to combat the high levels of illiteracy among underprivileged children in South Africa.

The agency created an entire alphabet using the familiar names and logos of South Africa's most beloved CPG brands from the largest FMCG company in Africa, Tiger Brands. Packs were sent to schools in the form of books that doubled up as classroom wraps, keycards, posters, alphabetical blocks and stickers. By using the very brands these children have grown up with at home and have come to love, TBWA\Hunt\Lascaris was able to provide children with a highly useful tool to learn how to read and write at such a crucial age.