TBWA Lisbon has created a unique family of lamps that only light up when they are together. The lamps are part of a campaign for Ronald McDonald House Charities’ 25th anniversary that symbolise the importance of family presence in a child’s recovery.
The Light of Presence lamps, just like real families, only turn on when at least one adult and one child are together. Similar to traditional night lights that provide comfort in the dark, the lamps represent the courage and hope that a present family can inspire – serving as a powerful reminder of the significance of family during a child’s medical treatment. This interactive feature effectively highlights RMHC’s mission, while its attractive design encourages organic content creation, expanding the campaign’s reach.
The family of lamps was created by Marvilab, a globally recognised Portuguese creative technology studio, to create a special product: a family of night lamps that illuminate only when connected together.
To represent different types of families, four distinct figures were designed (male and female adults, and male and female children), allowing each family to create a set that reflects their own composition, whether it includes a grandmother, a mother and daughter, two fathers and a son, a single mother, or any other family structure.
The campaign is being amplified in TV and social, promoted by family-focused influencers.
Credits:
Client: Ronald McDonald House Charities Portugal
Advertising Agency: TBWA Lisbon
CCO: Rui Silva
ECD: Marco Pacheco
Creative Director: Giampietro Zanon
Copywriter: João Bronze
Art Director: Beatriz Roque
Account Director: Joana Margalha
Account Executive: Tânia Carmo
Strategy Director: Letticia Marcon
Strategist: Carmen Esteves
Creative Technology: Marvilab
Photographer: Nuno Correia Photography
Production House: Krypton Films
Production Consultant: Proud
