| Title | FAMOUS&MISSING |
| Brand | ITAKA FOUNDATION - CENTRE FOR MISSING PEOPLE |
| Product/Service | FAMOUS&MISSING |
| Category |
A07. Use of Events and Stunts |
|
Entrant Company
|
ISOBAR POLAND Warsaw, POLAND
|
|
Advertising Agency
|
ISOBAR POLAND Warsaw, POLAND
|
|
Media Agency
|
POSTERSCOPE Warsaw, POLAND
|
Credits
| Maciej Nowicki |
Isobar Poland |
Creative Director |
| Yuri Drabent |
Isobar Poland |
Creative Director |
| Maciej Dutkowski |
Isobar Poland |
Creative Group Head |
| Bart Biały |
Isobar Poland |
Creative Group Head |
| Anna Królewicz |
Isobar Poland |
Copywriter |
| Michał Konert |
Isobar Poland |
Copywriter |
| Konrad Słonecki |
Isobar Poland |
Copywriter |
| Maria Smoleńska |
Isobar Poland |
Copywriter |
| Monika Witoń |
Posterscope Poland |
PR Manager |
| Krzysztof Wąsowski |
Posterscope Poland |
PR Manager |
| Anna Karolewska |
Posterscope Poland |
PR/Marketing Director |
| Anna Zielińska |
Isobar Poland |
Account Director |
| Magdalena Zaręba |
Isobar Poland |
Account Manager |
| Borysław Gieorgijew |
Isobar Poland |
Motion/Sound Designer |
| Bartosz Morawski |
Isobar Poland |
Director Of Photography |
| Michał Pęczalski |
Isobar Poland |
Director Of Photography |
| Marta Kartasińska |
Isobar Poland |
Producer |
| Mateusz Cukierski |
Isobar Poland |
Strategy Planner |
| Kaja Adamczewska |
Isobar Poland |
Graphic Designer |
| Łukasz Jackiewicz |
Isobar Poland |
Graphic Designer |
Brief Explanation
In Poland, over 20,000 people disappear without a trace every year. Posters with photos of missing persons and information about them are often ignored.
ITAKA Foundation - Centre for Missing People asked us to find a way to make the missing more attractive for the masses.
People don't care about the missing, but the care about celebrities and read about every tiny detail of their glamorous lives.
We decided to turn famous people into a media channel, dedicated to making missing people recognizable.
Results and Effectiveness
Other celebrities loved the idea and actually started coming to us, also wanting to be a part of it and post pictures of missing people on their massively popular social accounts.
Posters of missing people reached 1,900,000 people, who generated over 130,000 social media interactions.
Pictures of missing persons published by celebrities were shared about 10,000 times.
Missing person's helpline phone calls increased 130% and traffic on Missing person's database increased 150%.
For the first time the missing get exposure in tabloids (plotek.pl or Cosmopolitan) and TV series (Dancing with the Stars and Your Face Souds Familiar)
Creative Execution
We started our campaign at a big movie’s opening night, with dozens of high-profile celebrities. Being near the step-and-repeat banner we asked them to pose with our posters of missing people. Photos of them kept by celebrities were shot and distributed to the biggest gossip websites and social media platforms for free.
Insights, Strategy and the Idea
People are in love with celebrity life. Gossip websites monthly reach 13 million users generating more than 155 million views. Polish with bated breath follow celebrities, who every day appear at parties, posing on step-and-repeat banners. We used those moments to distract the audience from evening performances and focus attention on the real issue - the image of missing persons.