The M Effect

Children had a hard time during lockdown, with almost all fun activities cancelled. Luckily, one of the few things they still could enjoy, was a trip to the McDrive. McDonald’s Belgium and TBWA\ decided to bring an ode to those numerous kids staring through their window, looking for a glimpse of hope, with nothing but some striking pictures made by Belgian photographer Jef Boes. No words are needed, their joyful gaze says it all.