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Creative in association withGear Seven
Group745

A Boy Collects Keepsakes in a Happy Meal Box in Sweet Ad

23/10/2019
Production Company
Los Angeles, USA
196
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TBWA\Paris and director Adam Berg launch campaign for McDonald's France

TBWA\Paris observes the special relationship between kids and McDonald's iconic red Happy meal box in this sweet ad directed by Adam Berg.

The tradition of the red box has been cherished for a long time. When today’s parents were children, they also used to enjoy playing with the Happy Meal toys. And now they watch their own children do the same. This is precisely the story surrounding the Happy Meal box – passed on from generation to generation – that McDonald’s wanted to celebrate.

In the film, which was co-produced by Excuse My French / Smuggler, the box has become the little boy’s best friend. An object that never leaves his side, one that is very much part of his daily life. He collects little bits and pieces from his world to put in his box: a soap bubble, scents, laughter, a pebble... So many keepsakes meticulously chosen and carefully kept in his red box. The ending will show us that these keepsakes were collected for the sole purpose of being shared, in order to get much closer to the ones we love. #ChildhoodIsInside

McDonald’s therefore asks children, and anyone who has ever been a child, to (re)live part of their childhood through a touching movie directed by Adam Berg and produced by Excuse My French/Smuggler.


Released on TV, online and in movie theatres on October 22, 2019.

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