Amsterdam, March 13, 2025 – For 40 years, Ronald McDonald House Charities in the Netherlands has enabled families with seriously ill children to stay close during challenging times. To mark this milestone and underscore the importance of their mission, the charity has released an animated film titled Closer to You, created by TBWA\NEBOKO, Ambassadors, and Sony Music Benelux.
The campaign creatively explores the profound significance of closeness during difficult periods through the imaginative story of a young girl observing her family struggling with an undisclosed sadness. Driven by love and determination, she embarks on a whimsical midnight adventure, setting off with her entire house toward the city while her parents sleep.
“This film encapsulates precisely what Ronald McDonald House Charities has been doing for four decades,” said Miranda Noorlander, Deputy Director of Ronald McDonald House Charities Netherlands. “We provide families with seriously ill children a place near the hospital, ensuring they can stay together, because proximity truly makes a difference during challenging times.”
TBWA\NEBOKO developed the creative concept, aiming for a compelling yet accessible portrayal of closeness. The narrative, presented through the eyes of a little sister, amplifies the emotional resonance of the message. “We wanted to evoke the universal emotion of ‘wanting to be close’ in a way that genuinely resonates,” said Darre van Dijk, Chief Creative Officer at TBWA\NEBOKO. “By adopting a fantasy-driven perspective, we addressed a serious subject in a hopeful, approachable manner without diminishing its emotional impact.”
Ambassadors handled animation and visual design, infusing the film with warmth and optimism. “We intentionally employed warm colors and gentle lighting to deliver a hopeful tone subtly,” said Nick Groeneveld, Head of Animation at Ambassadors. “The visual journey begins in cool, somber shades, gradually transitioning into warmer hues as sunrise approaches—a reflection of the protagonist’s emotional journey toward her goal.”
The film’s original soundtrack was composed by Darre van Dijk, with vocals from Belgian-Dutch singer-songwriter Judith, who recently signed with Sony Music Benelux.
Ronald McDonald House Charities Netherlands operates 11 Ronald McDonald Houses offering accommodations within walking distance of hospitals. The charity also operates 12 family rooms within hospitals, providing moments of respite, as well as three holiday homes for families seeking relaxation and connection.
Closer to You premieres March 13 on TV, in cinemas, and across digital platforms.
