McDonald’s recently launched the new Childhood Is Inside campaign created by TBWA\Paris that centralizes on its iconic Happy Meal red box. The fast-food brand originally unveiled the Happy Meal box in 1979 to help mothers feed their children while at the restaurant and became an instant success.
TBWA\Paris uses the red box as a symbol of childhood joy and shows a young boy becoming inseparable with it after his grandmother gives it to him. He uses the box to collect his most treasured items including rocks he finds at the park, confetti from a birthday party, and the scent of his mother's perfume. The commercial comes full circle and shows the child showing his grandmother the treasures he's found at the end.
The Child Is Inside campaign hopes to reconnect customers with their McDonald's roots while sparking the joy in the younger generation.