Lídia Bartrolí Mercader
CW & Creative Director

Half-Billboards

Like this billboard, a family only truly exists when they are united.

Awards

El Sol de Iberoamérica 2025 – Shortlist – Outdoor

Year:
2025
Client:
Ronald Mcdonald Foundation
Agency:
TBWA Madrid

Ronald Mcdonald house charities supports families with children undergoing long-term medical treatment. To highlight the distances they travel, we placed intentionally cryptic “half-billboards” in their hometowns, with the other half miles away near hospitals.

Awards

El Sol de Iberoamérica 2025 – Shortlist – Outdoor

Year:
2025
Client:
Ronald Mcdonald Foundation
Agency:
TBWA Madrid

Ronald Mcdonald house charities supports families with children undergoing long-term medical treatment. To highlight the distances they travel, we placed intentionally cryptic “half-billboards” in their hometowns, with the other half miles away near hospitals.