This year is the 30th anniversary of the Ronald McDonald Foundation in France. It is being celebrated in two ways. The first is an animated film, Tout Proche (Very Close), by TBWA\Paris, the fantasy story of a boy called Zack, represented as a house, who takes himself on an adventure until his parents find him again. The film underlines the importance of the Foundation’s 10 Parents’ House located less than 10 minutes away from children’s hospitals and its Parenthèse welcoming space at Arras Hospital.
The film was directed by Juan Pablo Machado, the Colombian director best known for creating the Lofi Girl character. His Japanese style softens the harsh reality of hospitalised children with a gentle poetic touch.
To coincide with this part of the campaign, TBWA\Paris is reinventing the donation appeal by creating an exclusive filter, designed by the Merci Michel studio, with the campaign look and feel. The filter enables customers to receive a transformed family photo for a donation of €1, while contributing to the Ronald McDonald Foundation’s mission of bringing families closer to their hospitalised child. The full campaign is running in restaurants and online.
Credits:
Clients: McDonald’s France & Ronald McDonald Foundation
McDonald’s Team: Jean Guillaume Bertola, Clément Brossard, Leïla Abdallaoui, Sophie Giry, Laurine Agard
Ronald McDonald Foundation Team: Thomas Mejean, Delphine Pitel-Gaudy, Marine Pallec, Anne Gravouil
Creative Agency: TBWA\Paris
Creative Directors: Benjamin Marchal, Faustin Claverie
Art Directors: Cyrielle Declarey, Pauline Senechault, Audrey Lucet
Head of Strategic Planning: Céline Mazza
Head of TV & CEO of Else\: Maxime Boiron
Creative Producer: Elisabeth Boitte
Print Production: Camille Naulleau
Art Buyer: Carine Galluffo
Account Team: Christophe Neyret, Margaux Wanin, Katia Misuraca, Louison Palatre, Yasemin Durmaz, Charlotte Delpon
Film Production: Passion Paris
Director: Juan Pablo Machado
Executive Producers: Marion Vermogen, Marc Bodin-Joyeux
Producer: Julien de Lestrange
Post Production: Séverine Damolini, David Fayo
Head of Music & Sound: Olivier Lefebvre
Music & Sound Producer: Fabrice Pouvreau
Sound Engineer: Alexandre Robieux
Music Artistic Director: Ferdinand Huet
Author & Composer: Martin Boumendil Janssen
Music Legal & Business Affairs: Marion Le Guluche, Victoria Milward
Agency Tech Managers: André Inacio, Florian Rigault, Glenn Plezier, Guillaume Rancurel, Julien Jenny, Pierre Antona, Samia Berbiche, Sidney Bourgalle, Théo Gonot, Thomas Beaumanoir
Filter, AI & Creative Tech: Merci-Michel Digital Expérience Studio
