New campaign images for McDonalds and TBWA Belgium . . .
When less is more. An ode to kids staring out windows in 2020. ..
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.
Photographer: Jef Boes
Agency: TBWA Belgium
Creative Director: Jeremie Goldwasser
Art-Director: Thibaut Castaing / Marie-Laure Cliquennois
Copywriter: Gil Gauniaux