Children are having a hard time during lockdown, with almost all fun activities cancelled. Luckily, one of the few things they still can enjoy, is a trip to the McDrive. McDonalds Belgium and TBWA\ decided to bring an ode to those numerous kids staring through their window, looking for a glimpse of hope, with nothing but some striking pictures made by Belgian photographer Jef Boes.
Mc Donalds
The M Effect Photography & film project – Grand Prix & 🥇🥈🥉 CB Award
No words are needed, their joyfull gaze says it all.
M Effect
Client: McDonald’s® Belgium
Chief Marketing Officer: Philipp Wachholz
Agency: TBWA BRUSSELS
Photographer: Jef Boes @ Initials La
Creative Director: Jeremie Goldwasser
Art-Director: Marie-Laure Cliquennois, Jef Boes
Agency Photographer: Initials-La
Art Buyer: Elly Laureys (Make)
Client Service Director: Geert Potargent, Thomas Hoogmartens
It’s been a year. A year since Belgian schools closed and never fully reopened in a normal way. A year since most of the after-school activities were cancelled. A year since kids couldn’t even see their friends in a normal way.
We see a boy sitting in the backseat of a car while the news on the radio is reporting about one more year of COVID. The boy looks sad, until the golden arches appear in the reflection of the car window. His face lights up. A very simple but powerful way to encourage everyone to keep looking on the bright side.
Both campaigns are featured in Luerzers Archive and in the Best 200 Advertising photographers worldwide.
The M Effect won the Grand Prix at CBA 2020 and multiple other awards in Photography, Print and Outdoor.
Good times are coming soon. McDonald’s® / Directors Cut
Client: McDonald’s® Belgium
Director & Photographer: Jef Boes @ Initials La
Creative Director: Jeremie Goldwasser
Creatives: Dieter Vanhoof & Thomas Devreese
Agency: TBWA BRUSSELS
Account: Thomas Hoogmartens
Production: MAKE / Femke Timmers / Greet van Thillo
D.O.P: Stefan Van Diest
Art Buying: Elly Laureys
Editor: Federico Colella, Jef Boes
Grading: Kene Illegems
Music: Gwenn Nicolay