The M effect.
New campaign images for McDonald’s for the past two years by Jef Boes.
When less is more.
McDonald’s® Belgium decided to pay a tribute to all those kids who’ve been staring out the window for months in search of a glimpse of hope. And who are occasionally rewarded for their patience.
Advertising agency TBWA\Brussels cleverly summarised that feeling in one image, with the help of the Belgian photographer Jef Boes. He aptly captured the look in the eyes of children in a car, with the window reflecting the world-famous golden arches of the McDonald’s® logo.
The images are so expressive that no text or signature was needed to convey the message.
The campaign were rolled out on posters, print ads and social networks.
This campaign got featured in Luerzer’s Archive and in the Best 200 Advertising photographers worldwide.
The M Effect won the Grand Prix at CBA 2020 and multiple other awards in Photography, Print and Outdoor.