THE LIGHT OF PRESENCE
Ronald McDonald House Charities
Ronald McDonald House Charities
DESIGN AND MANUFACTURE IN COLLABORATION WITH MARVILAB
FOR Ronald McDonald house charities
CONCEPT AND communication campaign BY TBWA\BBDO
PORTUGAL
2025
FOR Ronald McDonald house charities
CONCEPT AND communication campaign BY TBWA\BBDO
PORTUGAL
2025
The Ronald McDonald Children's Foundation celebrated its 25th anniversary in Portugal with the campaign "Family is the nightlight," which highlighted the importance of family proximity in the well-being and recovery of children and young people undergoing hospital treatment. The initiative, present on television, outdoor media, and digital channels, symbolized security, comfort, and the crucial role of family support during challenging times. The campaign included a film featuring lamp-shaped family figures that only lit up when an adult and a child came together, reinforcing the Foundation’s mission to keep families close. The new communication campaign of the Ronald McDonald Children's Foundation was developed by TBWA\BBDO and created exclusively for Portugal to celebrate this special milestone, the Foundation's 25th anniversary.
Building on the conceptual proposal, the project evolved through 3D modeling and adaptation for manufacturability. To achieve intricate and precise designs, 3D resin printing was chosen for the lamp structures, enhancing efficiency during prototyping and small-scale production. This material not only ensures a smooth, child-safe texture but also provides uniform light diffusion. For illumination, LEDs were integrated, allowing adjustable brightness for adaptability across different settings while ensuring durability and power savings. Additionally, a custom electronic system was developed to ensure that the lamps would only light up when the characters were connected, reinforcing the campaign’s message of unity. Each character’s base features magnetic connectors, enabling an intuitive and secure modular connection that allows for personalization and system expansion while maintaining a minimalist and functional aesthetic. The bases also play a crucial role in ensuring stability and seamless integration of the pieces. Through this thoughtful design process, the campaign’s unique family of lamps was brought to life, symbolizing the power of presence and togetherness in times of need.
3D Details
3D Details
3D Details
Render Visualization
Render Visualization
Render Visualization
render visulization
Prototyping
Prototyping
Prototyping
Prototyping
Manufacturing
Manufacturing
Manufacturing
Client: Ronald McDonald House Charities Portugal
Advertising Agency: TBWA Lisbon
CCO: Rui Silva
ECD: Marco Pacheco
Creative Director: Giampietro Zanon
Copywriter: João Bronze
Art Director: Beatriz Roque
Account Director: Joana Margalha
Account Executive: Tânia Carmo
Strategy Director: Letticia Marcon
Strategist: Carmen Esteves
Creative Technology: Marvilab
Photographer: Nuno Correia Photography
Production House: Krypton Films
Production Consultant: Proud
Advertising Agency: TBWA Lisbon
CCO: Rui Silva
ECD: Marco Pacheco
Creative Director: Giampietro Zanon
Copywriter: João Bronze
Art Director: Beatriz Roque
Account Director: Joana Margalha
Account Executive: Tânia Carmo
Strategy Director: Letticia Marcon
Strategist: Carmen Esteves
Creative Technology: Marvilab
Photographer: Nuno Correia Photography
Production House: Krypton Films
Production Consultant: Proud
