INNOVATIVE
MOTION
MAKER
STUDIO

Share the Magic

Date

1/29/2018

Client

QUICK

Project Type

Motion

Agency

Happiness Brussels

Briefing


Solution

Everybody knows the Magic Box, Quick's iconic children’s menu box (equivalent of McDonald's Happy Meal).

Kids love it because there’s always a free gift inside. But what if during the holidays, the Magic Box wasn’t only about ‘getting’, but also about ‘giving’. Especially since in Belgium 1 out of 5 children lives in poverty, which often means: no gifts during Easter or Christmas.

So we transformed the Magic Box into a magical tool for children to give something back. Children were invited to pick out a toy at home and bring it to Quick. Once their Magic Box was empty, they only had to put the toy they brought inside, and leave a note or drawing. This way, transforming the box into a present for a child in need.

Share the Magic Box is a program running in ALL Quick restaurants during festivities in collaboration with the Belgian Salvation Army.