ABOUT

Concept: A kids' party at home leaves damage. Small things, like the one cupboard that never closes again. And it's the only thing you ever see. So: Rather have the party at our place.

Execution: On TV we ran the Regret Test. Hidden cameras, a room of children and one precious thing: an antique model ship, a vintage guitar, an heirloom collection. A clock counts how long it takes until you wish the party was at our place. On radio, kids with very grown-up voices plan their parties. In print, the damage speaks for itself.

Result: At the 2011 Loeries it won Campaign Gold for radio, Campaign Gold for TV, a Craft Gold for print writing and Silver for integrated. Cannes recognised the writing too.

Three facts:
1. The owner of the antique ship nearly died 3 times during the filming.
2. The kid characters in the radio campaign are based on adults in my life, e.g. "Theodore" is my uncle... a doctor with "an insatiable thirst for knowledge".
3. The campaign is used as an example of McDonald's "best practice" internationally.

Copywriters: Kenneth van Reenen, Vincent Osmond. Art Directors: Greig Watt, Jade Manning, Hital Pandya.