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

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TBWA\Paris and director Adam Berg launch campaign for McDonald's France

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

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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Brand: McDonald's

McDonald’s managers: Xavier Royaux, Maurizio Biondi, Guillaume Huin, Gabrielle Guillaume


Creative agency: TBWA\Paris

Agency managers: Luc Bourgery, Marc Fraissinet, Stéphanie Caude, Marion Peyrega, Amalia Mateos Gella

Executive Creative Directors: Benjamin Marchal, Faustin Claverie

Art Director: Lucie Vallotton

Copywriter: Vincent Cusenier

Head of TV : Maxime Boiron

TV Producer: Elisabeth Boitte


Director: Adam Berg

Production: Excuse My French / Smuggler

Producers: Jerome Rucki et Constance Guillou

Post-production: Elise Gamboa

Sound and Music

Sound Production: TBWA\ELSE

Head of Music and Sound: Olivier Lefebvre

Sound Producer: Fanny Mithois

Music Art Directors: Ferdinand Huet, Thomas Jacquet

Sound Engineer: Eliot Just, Vendome Uhl

Title: 'Lost in the Light'

Artist: Bahamas

Songwriter: Afie Salomon Jurvanen

Publisher: Downtown Music UK Ltd

Producer: Universal Music


Media Agency: STARCOM

Genres: People, Storytelling

Categories: Fast food, Retail and Restaurants

SMUGGLER, Wed, 23 Oct 2019 12:46:43 GMT