The M Effect: McDonald's® tribute to children in search of hope.

The M Effect: McDonald's® tribute to children in search of hope.

The kids in Belgium, that have been hit hard by the COVID-19 pandemic, are having a tough time. Due to the lockdown, they don’t have many places to go. They can forget sleepovers or playing at their friends’ houses and visits to the grandparents are excluded. The swimming pools, amusement parks, zoos, cinemas and restaurants are all closed. One of the few pleasures they’ve been granted is a ride to the McDrive at McDonald's®. Because picking up meals is still allowed.

McDonald's® Belgium decided to pay a tribute to all those kids who’ve been staring out the window for months in search of a glimpse of hope. And who are occasionally rewarded for their patience.

Advertising agency TBWA\Brussels cleverly summarised that feeling in one image, with the help of the Belgian photographer Jef Boes. He aptly captured the look in the eyes of children in a car, with the window reflecting the world-famous golden arches of the McDonald's® logo. The images are so expressive that no text or signature was needed to convey the message.

The campaign is rolled out on posters, print ads and social networks.


 



Press release MEffectPRCommEN.pdf - 34 KB Credits CreditsMEffect-2.pdf - 46 KB
Jeremie Goldwasser Creative Director
Geert Potargent Client Service Director
Line Martens Account Manager

 

About 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.

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