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2022 One Show - Branded Entertainment

Bedtime Stories

Agency FCB / Chicago + FCB/SIX / Toronto + Lord + Thomas / Chicago

Client Walmart


Mobile Apps

Annual ID


About the Work

Walmart was founded on the value of equitable opportunity, and racial equity is critical to their mission and business. Incarceration in the US disproportionately affects people of color, creating a cycle of incarceration.

Walmart has attempted to break that cycle with Bedtime Stories, a literacy program between parent and child, by connecting incarcerated parents and their children through the power of reading. The digital experience simulates, for the child, the feeling of reading next to their parent.

Within the jail, inmates make an audio recording of themselves reading a children’s book. That recording is uploaded to the Bedtime Stories cloud server. At home, the child accesses the secure recording within the Bedtime Stories app to hear their parent reading the book to them... just as if they were side by side.

When the child hovers a smartphone over the book’s pages, the parent’s voice comes to life, reading the book, word by word. In addition, the parent can read special messages for their child, further simulating the read-together experience.

The launch of Bedtime Stories at the nation’s second largest jail, Cook County Jail, has impacted many families, and has become a model for other communities and correctional facilities.

2022 Awards

Total Points: 45



FCB / Chicago

Digital Agency

FCB/SIX / Toronto

Production Company

LOBO / New York
Paradise Productions / Chicago

Music / Sound Production Company

JSM Music / New York

Post Production Company

Lord + Thomas / Chicago

Art Director

McKenzie Moore

Creative Director

Jack Miller
Brian Steckel

Executive Creative Director

Colin Craig


Alex Bartczak

Sound Designer

Justin Mayer

Account Director

Ally Khajenouri

Account Executive

Avery Sykes

Associate Creative Director

Jake Roland


Caleb Hill

Project Manager

Richard Chao

Digital Design

PixelPusher / Toronto

EVP, Group Management Director

Antoniette Wico

EVP, Director of Branded Content & Entertainment

Juan Woodbury

EVP, Head of Production N.A.

Kerry Hill

Management Director

Katherine Fliess

Strategic Platforms Lead

Eli Ferrara

VP, Business Affairs

Jeff Cowie

VP, Director of Strategic Planning

Jp Palmer

VP, Executive Producer - Music

Stump Mahoney

VP, Product

Bonnie Chung


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