30 Days of Christmas Campaign | Clapboard Ad Archive

A kid imagines what 2022 has in store for us...

Description

In Belgium, McDonald’s partnered with TBWA Belgium to launch a compelling film campaign called 30 Days of Christmas, published in November 2021. This end-of-year initiative builds on the previous gesture of celebrating Christmas for a full month to make up for the challenges faced in 2020, recognizing that 2022 did not quite meet expectations either. To uplift spirits and inject some festive joy despite ongoing uncertainties, McDonald’s transforms the holiday season into a month-long celebration, inviting audiences to embrace optimism and togetherness. The campaign revisits Juliette, the spirited young girl who previously shared her experiences living through the COVID year. Now, Juliette and her two friends look ahead to 2022, their imaginations conjuring a surreal and chaotic vision filled with meteors, alien invasions, and robot takeovers. This narrative brilliantly reflects the collective anxieties and hopes born from recent turbulent times while offering a whimsical escape. The film’s blend of humor and dramatic fantasy serves as a metaphor for the unpredictability of the future, encouraging viewers to find moments of joy and forget their worries. Through vivid storytelling and emotional resonance, McDonald’s reinforces its position as a familiar, comforting presence during challenging periods by turning the season into a festive, inclusive party. Delivered in Dutch, this single media asset underscores the brand’s commitment to engaging its Belgian audience with relatable content that balances reality with imagination. The 30 Days of Christmas campaign exemplifies a strategic approach to holiday marketing that connects deeply with consumers’ lived experiences while fostering hope and celebration.

Credits

Client

McDonald's

Agency

TBWA Belgium

Copywriter

Regine Smetz

Art Director

Tom Cole

Creative Director

Jeremie Goldwasser

Executive Creative Director

Jeroen Bostoen

Account Management

Elien Onclinx, Geert Potargent, Marie Buyens

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Campaign Proposition

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