Winners & Shortlists


Entrant Company THJNK Hamburg, GERMANY
Advertising Agency THJNK Hamburg, GERMANY
Advertising Agency 2 ACHTUNG! Hamburg, GERMANY
Name Company Position
Armin Jochum Thjnk Ag Chief Creative Officer
Mirko Kaminski Achtung! Gmbh Chief Creative Officer
Bettina Olf Thjnk Ag Executive Creative Director
Nicolas Schmidt/Fitzner Thjnk Ag Art Director
David Lasar Thjnk Ag Art Director
Jan/Hendrik Scholz Thjnk Ag Copywriter
Florian Kruse Thjnk Ag Account Manager
Meike Freymuth Thjnk Ag Account Manager
Ralph Teichmann Thjnk Ag Agency Producer

The Campaign

Every year in Germany more than 100,000 children are reported missing. To speed up the search process and to make it more efficient, we launched a unique campaign, “Deutschland findet euch”, in 2011. We used Facebook to give everyone the opportunity to play an active role in the search. Every day the search party looks at the pictures of missing children on the notices published on our platform to compare them with children seen on the streets. Our aim was to demonstrate that our platform helps to find missing children – especially to people who are not “digital natives”. We thus created a unique installation that transforms website functionality onto a billboard. To do this, we removed the polarisation filters from normal television screens and used them in our billboard. Only by looking through our Facebook page (Billboard) could people see what was invisible before: the missing children. Journalists, editors, bloggers and many others shared our installation across the Web. Within a few days, “Deutschland findet euch” again became the topic of conversation for the whole country. But something far more important happenend: the search team grew bigger. And today, with over 240,000 helpers on Facebook alone, “Deutschland findet euch” is the world’s largest network for tracing missing children.

The Brief

Our aim was to literally open people’s eyes regarding our topic to generate more helpers for our platform. Therefore we demonstrated that our platform really helps to find missing children – especially to people who are not “digital natives”.


With one billboard and three used flatscreen TVs we managed to generate over 6,000,000 contacts within the first weeks, and made our platform and mission the talk of the country. And even more important: our installation raised the number of active helpers on our platform by an incredible 15,000 people. Important, because every one of them can make a difference when it comes to finding a missing child.


With a very limited budget of just one billboard and three used flatscreen TVs we created an installation that made it into national TV news, several newspapers around the country and was featured on countless blogs and Facebook profiles.

The Situation

Every year, more than 100,000 children are reported missing. An unpleasant topic, which people tend to ignore. But whenever a child disappears it is important to find it as soon as possible. And the more people who help with the search and keep their eyes open, the better are the chances of finding the missing children. Each single helper can make all the difference.

The Strategy

Since there was a very limited budget, we had to come up with an idea that was cheap to realize – but so impactful, that the press and the people would pick it up and spread it across the country.