The most wonderful example of what McDonald’s does best – probably – a film that takes hold of your heart and hugs it. TBWA\Paris presents 60-seconds of childhood joy. It may not be the story of your childhood memories but you want it to be, and you bond instantly with its moments. It’s the story of a young boy and his essential accessory, a happy meal box. The boy uses the box for keepsakes of all the things that matter to him – pine cones, a soap bubble, bike bits, laughter, a pebble. Most importantly, the Happy meal box lets the boy keep things so that he can share them with, or show them to, his family and friends.

At least once while you’re watching the film with your emotional brain, your rational brain is going to interrupt and whisper, “what an awesome recycling idea”.

The film is running on TV and in cinemas in France.

Credits:

Agency: TBWA\Paris

Executive Creative Directors: Benjamin Marchal & Faustin Claverie

Art Director: Lucie Vallotton

Copywriter: Vincent Cusenier

Head of TV: Maxime Boiron

TV Producer: Elisabeth Boitte

Account Management: Luc Bourgery, Marc Fraissinet, Stéphanie Caude, Marion Peyrega & Amalia Mateos Gella

Production: Smuggler @ Excuse My French

Director: Adam Berg

Producers: Jerome Rucki & Constance Guillou

Post-production: Elise Gamboa

Sound Production: TBWA\ELSE

Head of Music and Sound: Olivier Lefebvre

Sound Producer: Fanny Mithois

Music Art Directors: Ferdinand Huet & Thomas Jacquet

Sound Engineers: Eliot Just & Vendome Uhl

Music credits:

Title: Lost in the Light

Actor: Bahamas

Songwriter: Afie Salomon Jurvanen

Publisher: Downtown Music UK Ltd

Producer: Universal Music

Media Agency: Starcom

Client: McDonald’s France

Client management: Xavier Royaux, Maurizio Biondi, Guillaume Huin & Gabrielle Guillaume