The Best Work You May Never See: TBWA\Paris, Director Adam Berg Put Childhood In A Box For McDonald's Happy Meals


Robert Goldrich
Monday, Oct. 28, 2019


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McDonald’s unveils a new Happy Meal movie, created by TBWA\Paris: a tender look at children and their special relationship with the iconic red box.

In this piece, this box has become the little boy’s best friend. An object that never leaves his side, one that is very much part of his daily life. He collects little bits and pieces from his world to put in his box: a soap bubble, scents, laughter, a pebble... So many keepsakes meticulously chosen and carefully kept in his red box. The ending will show us that these keepsakes were collected for the sole purpose of being shared, in order to get much closer to the ones we love.

Adam Berg directed “Childhood is Inside,” which was produced by Smuggler/Excuse My French. The film is being shown on TV, online and in movie theaters.


Client McDonald’s Agency TBWA\Paris Benjamin Marchal, Faustin Claverie, executive creative directors; Lucie Vallotton, art director; Vincent Cusenier, copywriter; Maxime Boiron, head of TV; Elisabeth Boitte, TV producer. Production Excuse My French/Smuggler Adam Berg, director; Jereome Rucki, Constance Guillou, producers. Postproduction Elise Gamboa Sound Production TBWA\ELSE Olivier Lefebvre, head of music & sound; Fanny Mithois, sound producer; Ferdinand Huet, Thomas Jacquet, music art directors; Eliot Just, Vendome Uhl, sound engineers. Music Title: “Lost in the Light” Performer: Bahamas; Afie Salomon Jurvanen, songwriter. Downtown Music UK Ltd, publisher; Universal Music, producer.

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