Season of Childhood Joys

Czechs and Slovaks can't wait for cheese season. Like little children, all year they keep asking us, "Is it here yet?" We wanted to celebrate this childish joy, which we rarely experience as adults, spectacularly. Throughout the campaign leading up to this film, we kept saying “It's time to rejoice like little kids. Cheese season is here!” To capture the emotion of pure childlike joy for adults, we chose slow-motion shots featuring the yellow balls that we all loved at McDonald's as kids.