After more than ten years of promoting reading through its “A Toy or a Book” program offered with the Happy Meal™, McDonald’s France is taking on a new challenge: restoring the magic to bedtime stories. This ritual, which is children’s first exposure to reading, seems to have become more of a box to check off than a moment of bonding:only 40% of parents still enjoy reading to their children.  
But instilling a love of reading isn’t just about putting a book in a child’s hands—it’s about bringing stories to life, sparking the imagination, and creating those moments of connection that families remember for a long time. It was from this conviction thatL’École des Raconteurs was born, a unique initiative conceived by TBWA\Paris to help parents (re)discover the joy of storytelling.

When Theater Becomes Family Education

Because the same story can take on very different forms depending on how it’s told, L’École des Raconteurs focuses on what happens once the book is opened: an intonation that builds suspense, a silence that captures attention, an emotion that brings the characters to life. TBWA\Paris drew inspiration from theatrical techniques to create a series of digital content featuring actor, director, and theater teacherOscar Sisto. Filmed at the Théâtre de la Renaissance by director Fabien Ecochard (produced by Else), the hero film shows Oscar Sisto sharing his acting secrets with a group of parents: characterization, body language, rhythm, and eye contact. These are practical tips that are easy to replicate at home, transforming an ordinary reading session into a true shared adventure.

Multi-channel amplification for families

The École des Raconteurs extends far beyond the screen. To kick off this initiative, McDonald’s teamed up with the Kingcom agency to organize a launch event held in Paris on September 16. It was an opportunity to reconnect with Oscar Sisto and put his advice into practice at a Parisian theater during an event open to the media and influencers. 

On social media, three parenting content creators are sharing Oscar Sisto’s insights through native content that shows how to make storytelling more lively and fun in everyday life. This digital campaign is coordinated by Influential, McDonald’s France’s Culture & Influence Marketing agency, and Starcom, the media agency for the campaign. 

At the same time, atraveling bookmobile—also designed by the Influential agency—will crisscross France to meet families in their everyday lives. Hosted by actress Mélanie Sitbon, these stops will feature interactive readings, participatory activities, and opportunities to share stories from the McDonald’s collections. The bookmobile will stop at:

This tour will be covered by several media brands within the Reworld Media group, including AuFeminin, Biba, Grazia, Melty, Parole de Mamans, and Psychologies, across various editorial and social media formats.

Finally, a campaign in regional daily newspapers (in partnership with 366) is raising awareness of L’École des Raconteurs among families throughout France.