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Responses by Geert Potargent, client service director and Jeremie Goldwasser, creative Director, TBWA Belgium

Background: We wanted to communicate that McDonald’s drive-thrus, or McDrive’s, are still open and available during the COVID-19 lockdown in Belgium. And we wanted to do it in a simple and emotional way that would fit the end of that weird and absurd year that was 2020.

Reasoning: The kids in Belgium, who 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 going to sleepovers, playing at their friends’ houses or visiting their grandparents. 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 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.

Challenges: Working with kids is always challenging. What’s more, we didn’t have a high budget and had a very short amount of time. This means that the photos for these OOH ads are almost entirely post-production free. We actually drove past a real McDonald’s. The challenging part was catching those magical—yet very real— looks the children gave out the window right there on-the-spot.

Visual influences: For this project, we were lucky enough to work with none other than Jef Boes, world famous Belgian photographer who has photographed many famous personalities and celebrities such as Barack Obama and Jean-Claude Van Damme, amongst others. He loved the concept from the start and gladly played along. Being talented and experienced, we trusted his visual style to have the best result.

tbwa.be

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