For our latest collaboration with TBWA\NEBOKO, we helped McDonald’s Netherlands take its support for the Ronald McDonald Children’s Fund one step further by showing three kids that the charity supports as what they are: superheroes.
Each kid had a Happy Meal toy based on them, plus their own sixty-second animated action film showing how they fights monsters with a unique superpower based on their illness.
Dressed in her favourite colour pink, Fleur uses her voice to fight glass monsters due to her throat illness. Julien needs breathing support, and with this he can become big and strong and fight monsters much larger than him. Keano suffered from a heart attack at a young age, so he can take on bad guys by controlling electricity from his heart. Each film includes voice-over from the kids themselves.
This was all about celebrating the kids’ strength, rather than sickness, and our job was to bring this concept to life from art direction, through to creating personalised superpowers for each kid, plus toy design, animation and production of these stories.