Jeremy Irons Champions Square Pegs for Made By Dyslexia Campaign

“Our schools are filled with round holes because a large majority of students fit snugly within them.”


Made By Dyslexia


DDB Group Melbourne

Made by Dyslexia, a charity led by dyslexics has partnered with Jeremy Irons and DDB Melbourne for a campaign to advocate for the reshaping of global school systems to empower Dyslexic Thinking.

Whilst many of the world’s most well-known thinkers are dyslexic – including Steve Jobs, Albert Einstein, Pablo Picasso, Keira Knightley, and Richard Branson among them – the campaign notes that most education systems aren’t designed to support the way dyslexic children learn.

The charity’s research has found that only 1 in 10 teachers globally have a good understanding of the strengths associated with dyslexia and Dyslexic Thinking.


“Our schools are filled with round holes because a large majority of students fit snugly within them,” Irons says in the campaign film, featuring all sorts of round objects: a playground tunnel, watch face, basketball hoop, and camera lens.



But, “what if some people, just by being outside of the round hole, can start to see the world entirely differently? What if they have exactly the type of thinking that can change the world?”

Made by Dyslexia Founder and CEO Kate Griggs said: “We want to make the biggest impact possible, and the Square Pegs film by DDB Group Melbourne has such a powerful message. It’s exactly the right time to tell governments globally that we need to reshape education to fit our most gifted thinkers. This film will kick off our short, sharp agitation campaign targeting all members of the UK government and shadow cabinet, as well as being used globally to get the important message across.”

DDB Group Melbourne Executive Creative Director Psembi Kinstan added: “We’re grateful for the team of square pegs that contributed to bring this to life, from Jeremy Irons to the incredibly talented team at Photoplay and the exceptional Kate Griggs at Made by Dyslexia. We are extremely excited about this campaign, and all of our future work with Made by Dyslexia, to change perceptions of Dyslexic Thinking around the world.”

Photoplay Director Dropbear (aka Jonathan Chong) said: “We spent time in the studio and out in the city capturing a variety of interesting objects and scenes that represent the profound ‘hole’ the education systems forces all students into.

“We wanted to be really graphic, in terms of the composition and colour tones. The simplicity of the idea was a great starting point to build out this conceptual library of visuals that we could edit together.”


Client: Made By Dyslexia
Founder: Kate Griggs
Strategist: Shirley Short
Events and Marketing Manager: Isabelle Higham
Head of PR and Campaigns: Lauren Hunt-Morgan
Agency: DDB Group Melbourne
CCO: Stephen de Wolf
ECD: Psembi Kinstan
Creative Directors: Giles Watson and James Cowie
Creatives: Olivia Daniele and Gabrielle Sandel
Senior Lead Agency Producer: Sonia McLaverty
Managing Partner: Pippa O’Regan
Senior Business Manager: Oliver Corcoran
Production Company: Photoplay / Playtime
Director: Dropbear
EP: Oliver Lawrance
Producer: Tom Slater
DOP: Cesar Salmeron
Editor: Dropbear
Post: The Editors
Colourist: Trish Cahill
Composer: Josie Mann
Sound Post: Sonar Music

Asia Ad Junkie

Asia Ad Junkie

So many ads, so little time.

read more

subscribe to our newsletter & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours