After one year of COVID McDonald’s® reminds Belgian kids to keep looking on the bright side during yet another lockdown.

It’s been a year. A year since Belgian schools closed and never fully reopened in a normal way. A year since most of the after-school activities were cancelled. A year since kids couldn’t even see their friends in a normal way. A year since COVID has made a huge impact on the life of Belgian children and their mental well-being. That’s why McDonald’s® Belgium wants to emphasize how important it is to give children something to look out to.

One year later and COVID still is making life hard for Belgian children with schools once again closing down, and a lonely school holiday coming up. But while it seems hard to stay positive, it has never been more important to keep being hopeful.

That’s the message in the new film by McDonald’s® Belgium where we see a boy sitting in the backseat of a car while the news on the radio is reporting about one year of COVID. The boy looks sad, until the golden arches appear in the reflection of the car window. His face lights up. A very simple but powerful way to encourage everyone to keep looking on the bright side a little longer.

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Jeremie Goldwasser Creative Director
Jeremie Goldwasser Creative Director
Over TBWA GROUP

TBWA\ is and has been a top-3 ranked agency for the last decade and operates with the strong belief that IDEAS CREATE GROWTH. To make this happen in real life for its local and international clients, TBWA\ has developed and is recognised for its world class brand building and strategic capabilities. TBWA\ is the most integrated communications group in Belgium, bringing many different disciplines together under 1 roof, 1 P&L and 1 culture. These disciplines comprise of in-house strategic advice, advertising, CX design, CRM, media, digital, brand design, public and brand relations, social, event, content & complemented with all related production capabilities. All of this to answer our client’s challenges in a modern, collaborative and comprehensive way.

TBWA\ is the Disruption® Company: the cultural engine for the 21st century business. Disruption® is at the core of TBWA’s strategic and creative development. It is a gateway to great work and unconventional behavior. Disruption is about dismantling the status quo to create opportunities and dramatic business results for our partners.

TBWA was elected Agency of the Year 4 times in the last 12 years and digital Agency of the Year 5 times in the last 7 years. On creative awards, we see them as a great internal motivator and it helps us recruiting new talent. So yes, we’re always in the top 5 in our market. But more importantly, we clearly stand out as the most awarded Effie agency in Belgium: the reason why we were named Effie Beasts last year, as best Belgian Effie agency since the start of the Effies. The Effie Awards honour the most significant achievement in marketing communications: ideas that work. And that’s what we’re all about!

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