The Ronald McDonald House Charities in the Netherlands has been helping family members be close to their sick or care-intensive child for four decades. In celebrating these 40 years of doing good and support parents during their child’s medical crisis, the charity teamed up with TBWA\NEBOKO, Ambassadors, and Sony Music, launching a heartwarming campaign that tells a story of love and determination.
The “Closer to You” video spotlights the determination of a young girl to bring her family closer to her sick sister. Noticing that her parents are sad over not being able to be with their child when she needs them most, the protagonist decides to not let distance stay in their way of comforting their child. With her parents asleep, she decided to lean into the moment and embark on an unexpected adventure. Driven by love and with help from the community, she finds the strength to move her house closer to the hospital her sister is receiving medical care.
“This film represents exactly what the Ronald McDonald House Charities has been doing for forty years,” explained Miranda Noorlander, Deputy Director of the Ronald McDonald House Charities Netherlands. “We ensure that families with a sick child have a place close to the hospital where they can stay together, because being together truly makes the difference in difficult times.”
“We didn’t just want to show the universal emotion of ‘wanting to be close to each other,’ but truly make people feel it,” continued Darre van Dijk, Chief Creative Officer at TBWA\NEBOKO. “By choosing an imaginative approach, we were able to present a serious theme in a light and hopeful way, without diminishing the emotional impact.”
The campaign was brought to life with the help of Ambassadors, who provided the animation and visual style, while the soundtrack was composed by Darre van Dijk and sung by Belgian-Dutch singer-songwriter Judith, who recently signed with Sony Music Benelux.
CREDITS
Brand: Ronald McDonald Kinderfonds
Agency: TBWA\NEBOKO
