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

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.

Contact us
About TBWA\Belgium

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!

Excelsiorlaan 75/77,
1930 Zaventem, Belgium