In hard-hit Belgium, McDonald's® end-of-year campaign tells the story of kids during lockdown.

No family gatherings, no Christmas shopping, no open restaurants… the end of 2020 in Belgium will be as unusual as the rest of year. Let’s make it even more unusual, McDonald’s must have thought when they launched their end of year campaign, promising families not one but 30 days of Christmas full of gifts. Some well needed magic at the end of this shitty year.

The year in review will be no surprise: Covid, Covid, Covid… But always seen from a grown-up’s perspective. As a family brand McDonald’s thought it was about time we showed our children’s view on this matter. How did they experience 2020?

This results in a funny but magical commercial, made by TBWA Belgium. At the heart: a quirky, little girl that tells us all about her cancelled birthday party, awkward zooms, paranoid parents, boring walks… in short a really shitty year. And to save it, she calls for Santa.

The TVC serves as a launch for “30 Days Of Christmas”, a promotional action with every day a new gift in the McDonald’s app, starting from the end of November. With its restaurants still closed, the food chain hopes this action will make up for 2020 and will bring some smiles and fun to all the families in lockdown.

Press release

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About TBWA\Belgium

TBWA is not an advertising agency nor a marketing consultant. As The Disruption® Company, it profoundly believes in the power of creativity as an engine for the growth of brands and businesses. It offers integrated services from business and marketing strategy to user-experiences, product innovation, iconic branding, smart media, corporate reputations, and impactful campaigns. All integrated in a full-service proposition across the entire marketing value chain.  

TBWA sees the world through the eyes of Disruption®, a proven collaborative business tool to create step-changing growth. The methodology has a proven track record of business, marketing and communication disruptions created and implemented together with TBWA’s clients. 

TBWA is a global agency, but its approach and entrepreneurship are deeply rooted in the local Belgian market. With over two decades of experience and steady management, TBWA has demonstrated steady growth, robust performance, and strong commitment to Belgian brands and businesses such as Telenet, Delhaize, McDonald’s, D’Ieteren, Lotus, Engie, ING, NMBS, Barco, VRT and counting.  

TBWA measures its success by the growth and success of its clients. Together TBWA and its clients have won 19 Effies over the past 10 years and was awarded Effie Beast (as most rewarded company since the launch of the awards) in 2019.    

The biggest force of TBWA Belgium is its 200 creative minds, with diverse talents and skills, including strategic business and marketing skills, creative craft disciplines and a 70-headed in-house multimedia production unit. All of them work together collaboratively and multidisciplinary to turn ideas into reality with and for clients.  

TBWA is part of the TBWAGroup, a local holding consisting of TBWA and its sister agencies De Vloer and DDB. TBWA Belgium is part of TBWA Worldwide and Omnicom.