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At Alcone, we’re all about creativity that matters. So when a client comes to us with an ask that can help change the world, we jump. Or in this case, we parade.

Childhood illiteracy continues to be a rampant problem facing America, and as the exclusive corporate partner of the Toys for Tots Literacy Program, The UPS Store, Inc. is on a mission to help. Since 2008, The UPS Store network has collected nearly $7.3 million dollars to purchase more than 44 million books for children in need across the country.

Alcone was tasked with bringing this partnership to life and increasing awareness for this important cause, leading to the creation of a larger-than-life activation on one of America’s biggest stages: the Tournament of Roses Parade on New Year’s Day.