The Happy Meal began to be not as relevant as in the past. Partly because children are increasingly approaching technology at an earlier age. But this approach also causes some issues not so desired by families, such as isolation, solitary play.

The brief asked for a brand building Happy Meal campaign, different from the typical campaigns that the brand used to air in Latin America, always tactical, always associated with a license, a line of toys or a movie. Happy Meal needed a campaign to talk about the shared experience between all family members. Something not to sell but to make people feel something.

We see a factory where Happy Meal boxes are made. During the process, something goes wrong and one of the boxes comes out without the famous smile. From that moment on, the film tells the story of this box (one that is a little different from the others). The film somehow "humanizes" that box. When the box arrives at a home and the whole family plays with the toys inside, something changes.

• Impact 16.264.978 Impressions / 143 TRPS

• Reach +23%

• Engagement 7.698.990 Views / VTR 42% / 71.045 Clics

• Change in Behavior: Positive Comments +95%

• Brand perception: Top of Mind +3% / Favorite Brand +4%