Just when you thought McDonald’s could not make you cry any more tears of joy, TBWA\Neboko and TBWA\X create this beautiful film for McDonald’s Netherlands. It’s a story about teenage holiday romance but all the clichés you expected to dull the story have been replaced with wonderful surprises. It’s a story that hasn’t been told and McDonald’s has been given a comfortable cameo role that says so much without intruding.
“Eloise stood out because of her mix of innocence and vulnerability combined with her strength and zest for life,” stated Erik Falke, creative director at TBWA\Neboko. “Early on in the casting process we made a conscious decision to tell an authentic story from this character’s point-of-view and after casting in several countries with deaf and hard of hearing actresses, Eloise stood out.”
Falke continues to say that Eloise’s role was bigger than just that of an actress as she helped the director make the correct creative choices to convey an authentic experience from her point-on-view.
In addition to the casting process, the production process was also different. Communication on set was done through an English interpreter in sign language, so that no nuance would be lost. The first version of the edit was also shared in a group discussion with people with hearing disabilities, after which their feedback was taken into account in further development of the film.
“McDonald’s is there for everyone. That is exactly what appealed to us so much with this script and campaign,” commented Stijn Mentrop, chief marketing officer at McDonald’s Netherlands. “This time we chose to give the lead role in our brand film to a young woman with a hearing impairment. After Covid we have to learn to understand each other again and we are open to new connections, this film clearly shows that. We can go out together again, everything is possible, and that summer feeling can’t be compared to anything else. Summer is for sharing together and our fries are perfect for those special moments.”
The campaign film is being supported by with special sharing deals, activations in the restaurants, an app full of summer fun, social, and a collaboration with one of the biggest Dutch radio stations, Q-music.
In the Dutch McDonald’s app, there are surprises to enjoy together throughout the summer. For example, July 13, French Fries Day is celebrated by ordering French Fries in French. On July 30, the Day of Friendship, McDonald’s offers the whole of the Netherlands the chance, for example, to restore a lost friendship with fries. And a special Friettruck will drive through the Netherlands to provide spontaneous surprises.
Credits:
Client: McDonald’s Netherlands
Agency: TBWA\NEBOKO & TBWA\X
Production Company: Pink Rabbit
Directors: Emma x Ismael
Music: MassiveMusic
Editing: MRTN
Post-production: Crabsalad
