Agency: FCB Inferno


Sir Richard Branson, Virgin, and global charity, Made By Dyslexia, have once again joined forces to launch a new campaign created by FCB Inferno, DyslexAI, as they call upon every workplace across the world to commit to empowering Dyslexic Thinking in the workplace.

The rise of AI is truly remarkable. But while it can be a useful tool to move businesses forward, there is another tool out there that can innovate in a way AI can’t: Dyslexic Thinking.

That’s why Sir Richard Branson, Virgin, and Made By Dyslexia have launched a campaign that shows AI being asked to think like famous Dyslexic Thinkers to try to recreate some of their most incredible accomplishments. The results, pulled from AI tools DALL:E, Midjourney and ChatGBT, speak for themselves, producing pieces that, while interesting, don’t display the insight and innovation of the ones created by Dyslexic Thinking.

Whether inventing the car (“Invent a faster horse”) or a certain famous mouse (“Imagine a cartoon mouse with red shorts and yellow shoes”) – if it was leX to computers alone, we could have ended up with something very different.

The film ends with Sir Richard showing that, whilst AI advice on how to scale a record business is accurate and insightful, his more intuitive and entrepreneurial strategy of extending the Virgin Record brand to cover airlines too is not a solution AI could have reached — but a Dyslexic Thinker did.

With a guerrilla-style campaign launch touching both New York and London, including TFL digital and screen takeovers at Virgin Money stores and Virgin Active gyms across the UK, the campaign leads viewers to information about how to empower Dyslexic Thinkers in the workplace.

This professional campaign titled 'DyslexAI' was published in United Kingdom in April, 2023. It was created for the brand: Virgin, by ad agency: FCB Inferno. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted 5 months ago.


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