McDonald’s launches the second part of their Family Favourites brand campaign with a TV ad airing in a 40 second format. The ad celebrates the excitement that the Happy Meal box brings to a child. The ad is based on the simple truth that kids love boxes - no matter what shape, what colour, how big or how small, a box can be whatever a child wants it to be; a hat, a shelter, a rocket, a robot costume and it is this innocent pleasure and sense of imagination that is depicted in the ad.
McDonald's poses the question 'What is it with kids & boxes?' and demonstrates that the Happy Meal box has its own sense of intrigue. The ad is entirely created from observational footage - the smiles, concentration, shared pleasures and imaginative creations were all natural, and it captures the real emotions that come out when a child plays with a box.
The work is supported by a national press campaign, with press executions staying in line with the TV edit and leading with the headline 'What is it with kids & boxes?'
The campaign was created by Tony Malcolm and Guy Moore, and the Creative Director was Justin Tindall. The Director of the TV was Vince Squibb at Gorgeous Enterprises and the Photographer for the press was Richard Robinson.
Creative agency Leo Burnett
Copywriter Tony Malcolm & Guy Moore
Art director Guy Moore & Tony Malcolm
Agency Producer Bruce Macrae
Executive Creative Director Justin Tindall
Media agency OMD
Planner (media agency) Grace Cowey
Production Company Gorgeous Enterprises
Director Vince Squibb
Production Company Producer Rupert Smythe
Editor Paul Watts/The Quarry
Audio post-production Simon Capes at Soho Square Studios.
Creative Director Justin Tindall
Art Director Guy Moore & Tony Malcolm
Copy Writer Tony Malcolm & Guy Moore
Photographer Richard Robinson
Typographer Marc Donaldson
National TV (40”), National Press.