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

PDF - 34 Kb

Jeremie Goldwasser

Creative Director


DOCX - 13 Kb


Geert Potargent

Client Service Director


Get updates in your mailbox

By clicking "Subscribe" I confirm I have read and agree to the Privacy Policy.

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.