Cry if you have to. This film will squeeze your heart. TBWA\NEBOKO has enlisted the powers of imagination, animation and music to create a film for Ronald McDonald House Charities in the Netherlands in which a little girl’s ingenuity and determination (with a little help from the community around her) move her house so that her parents can be close to their sick child – ametaphor that reminds the Netherlands of the importance of Ronald McDonald’s House.
TBWA\NEBOKO developed the creative concept for the film, Closer to You, aiming for a compelling yet accessible portrayal of closeness. The narrative, presented through the eyes of a little sister, amplifies the emotional resonance of the message. “We wanted to evoke the universal emotion of ‘wanting to be close’ in a way that genuinely resonates,” stated Darre van Dijk, chief creative officer at TBWA\NEBOKO. “By adopting a fantasy-driven perspective, we addressed a serious subject in a hopeful, approachable manner without diminishing its emotional impact.”
The film’s musical underpinning, a soulful original soundtrack, was composed by Darre van Dijk, with vocals from Belgian-Dutch singer-songwriter Judith, who recently signed with Sony Music Benelux. The film’s emotive might is intensified by the animation and visual design created by Ambassadors.
“We intentionally employed warm colors and gentle lighting to deliver a hopeful tone subtly,” stated Nick Groeneveld, head of animation at Ambassadors. “The visual journey begins in cool, sombre shades, gradually transitioning into warmer hues as sunrise approaches – a reflection of the protagonist’s emotional journey toward her goal.”
“This film encapsulates precisely what Ronald McDonald House Charities has been doing for four decades,” stated Miranda Noorlander, deputy director of Ronald McDonald House Charities Netherlands. “We provide families with seriously ill children a place near the hospital, ensuring they can stay together, because proximity truly makes a difference during challenging times.”
Ronald McDonald House Charities Netherlands operates 11 Ronald McDonald Houses offering accommodations within walking distance of hospitals. The charity also operates 12 family rooms within hospitals, providing moments of respite, as well as three holiday homes for families seeking relaxation and connection.
Closer to You premiered on March 13 in the Netherlands on TV, in cinemas, and across digital platforms.
