Cannes Lions

The Boy

ALMA DDB, Miami / RONALD MCDONALD HOUSE CHARITY / 2018

Film

Overview

Entries

Credits

Overview

Description

RMHC is a place that helps families stay together free of cost while children undergo serious medial treatment. This is a story no one ever wants to imagine - the story of a sick young boy. In it, we see his daily struggle to fight his illness, side by side with his family. Intermittently, we see the same boy in his regular school and play routine - except he's missing something. It's not until the end that we see his face - and that of his twin brother - light up when they see each other at Ronald McDonald House Charities. Because families are happier, and healthier, when they battle together.

Execution

It aired during the South Florida RMHC Annual Gala in 2017

Outcome

It was a packed house for the gala. Make them cry they said... and that we did. Plus, we got a standing ovation and some hefty contributions to the cause. Win-win.

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2021, RONALD MCDONALD HOUSE CHARITY

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