| Title | FAMOUS&MISSING |
| Brand | ITAKA FOUNDATION - CENTRE FOR MISSING PEOPLE |
| Product/Service | FAMOUS&MISSING |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
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 |
| Bart Biały |
Isobar Poland |
Creative Group Head |
| Maciej Dutkowski |
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 |
| Anna Karolewska |
Posterscope Poland |
PR/Marketing Director |
| Monika Witoń |
Posterscope Poland |
PR Manager |
| Krzysztof Wąsowski |
Posterscope Poland |
PR Manager |
| 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 |
| Łukasz Jackiewicz |
Isobar Poland |
Graphic Designer |
| Kaja Adamczewska |
Isobar Poland |
Graphic Designer |
The Brief
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 detail of their glamorous lives. We decided to use famous people to spread portraits of missing people. We use they glamour that makes us follow them and transferred it to the missing, so they could become more recognizable.
Campaign Success
We wanted to take all the glamour that makes us follow the famous and transferred it to the missing, so they could also enjoy a little bit of lime light they need so much. 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 the famous 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.
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 media accounts. Until today (23rd October) 81 celebrities post the pictures of the missing.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
ITAKA's helpline phone calls increased 130% and traffic on ITAKA'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).
Explain why the method of promotion was most relevant to the product or service
We decided to surprise audiences and launch activation where they didn’t expect us - pictures of missing persons were presented during a celebrity event using step-and-repeat banner
Media caught the idea - for the first time missing persons appeared in places previously unavailable - in online/offline tabloids and popular TV series.
Unconventional message caused social buzz - our goal was to maintain discussions and engage audience there – we published pictures of missing persons kept in hands of celebrities on their own social media fanpages increasing reach and engagement – celebrities and fans became the most important part of our campaign.