Creative agency Mother’s latest IP venture, The Ministry of Letters, is launching a smartphone app designed to foster a love of literacy in children. The “Singing Alphabet” app builds on the idea that the alphabet is alive, highly organised and made up of a gang of unique, colourful male and female characters. In the app, the 26 members of the alphabet are shown waiting on stage ready to perform for the user. Children touch a letter to hear it sing its ‘phonetic’ sound. By continuing to press the characters, simple words can be created at the bottom of the screen and the child becomes a composer by creating their own unique tunes.
Click on the image below to play the video in YouTube (HD)
The Ministry of Letters app was developed by creative director Al MacCuish at Mother London and produced at Bosh, Mother’s in-house production team. 26 part harmony music was composed by Charlie Inman and performed by Inman with voices from Mother London. Filming of the 60 second promotional film was shot by director/writer Anthony Austin at Bosh.
The Ministry of Letters was created to excite children about words, language and the power of storytelling. The Ministry’s first book, ‘Operation Alphabet’, is now available in 33 countries and published in several languages. The second book in the series, ‘A Cake Fit For a Queen’ has just been commissioned by Thames and Hudson in the UK. MacCuish is currently leading the team on the development of a larger scale educational app project and a 52-part animated TV series, both due for release in 2013.
‘The Singing Alphabet’ app was developed under the guidance of Samantha Mennell, a former teacher and educational expert, who now heads up the Ministry’s educational department.