Case Film

Presentation Image

Title	COINS OF HOPE
Brand	CHILD FOCUS
Product/Service	CHILD FOCUS IS THE BELGIAN CENTER FOR MISSING CHILDREN.
Category	H01. Integrated Multi-Platform Campaign (Online & Offline)
Entrant	THESE DAYS Antwerp, BELGIUM
Idea Creation	THESE DAYS Antwerp, BELGIUM
Production	VICE MEDIA BENELUX Amsterdam, THE NETHERLANDS
Additional Company	CREATIVE CONSPIRACY Gent, BELGIUM

Name	Company	Position
Dirk Depover	Child Focus	Chief Communication Officer
Pieter Staes	These Days	Creative Director
Manuel Ostyn	These Days	Creative Director
Samuel De Volder	These Days	Creative Director
Mateusz Mroszczak	These Days	Creative Director
Max Heirbaut	These Days	Design Director
Kate Bellefroid	These Days	Art Director
Jolien Tuyteleers	These Days	Copywriter
Inge Vanhees	These Days	Designer
Lotte Neirynck	These Days	Designer
Seppe Dogge	These Days	Account Manager
Jentina Van Eynde	These Days	Account Manager
Claudio Capo	These Days	Account Manager
Toon Diependaele	These Days	Chief Strategy Officer
Katleen De Vlieger	These Days	Strategic Planner
Jef Raeman	These Days	Strategic Planner
Bram Verdyck	These Days	Senior Front End Developer
Veerle Struyf	These Days	Developer
Jill Van Reeth	These Days	Front-End Developer
Olivier Berger	These Days	Technology Officer
Stijn Janssens	These Days	Solution Architect
Krisje Verbert	These Days	UX Designer
Niky Patyn	These Days	Performance
Geerlinde Pevenage	These Days	Content Marketing & Social Media Director
Annelies Deneckere	These Days	RTV Producer
Ingeborg Van Hoof	These Days	RTV Producer
Mathias Lewis	These Days	Sound Engineer
Eli Sundermann	These Days	Sound Engineer

The Campaign

To spread hope for all missing children, we designed and created Coins of Hope. One million 2 euro coins with the face of a missing child: Liam Vanden Branden, who has been missing for 20 years, but whose family has never lost hope. On International Missing Children's Day, Child Focus brought the Coins of Hope into circulation. To make sure the coins also spread online we asked people to share a picture with a coin with #coinsofhope whenever they spent one. Or if they didn’t have one yet they could do a ‘coinswap’ and change any other coin into a coin of hope. This way our million real coins multiplied into countless digital versions. These ‘coinfies’ quickly became very popular as Belgian and European celebrities and politicians started sharing.People could follow the digital spread of the coins on a realtime interactive map on the website.

Creative Execution

After convincing 19 European governments of this world first, we scanned the picture of Liam's missing poster that's been used for 20 years, and designed the coin the same as they always have done throughout history for kings, queens and presidents. For the first time these euro coins show the face of a missing child and even the Child Focus website with information on all missing children. On International Missing Children's Day, Child Focus brought the Coins of Hope into circulation. The supporting campaign asked people to spread hope, by spending the coins as quickly as possible. Our message was spread through online videos, custom TV commercials, radio commercials, ATM screens, posters, door stickers, screens and cash mats in small local stores and large supermarket. We made a 3D model of the Coin of Hope and created a very serene design to express the hope that we wanted to spread.

As the Coins of Hope continue to be spread from hand to hand, we created a permanent medium with infinite impressions across the eurozone. €22 million earned media +70 million social reach 180 million media impressions

Through the Coins of Hope, we spread hope for every missing child, from hand to hand and from country to country. It's a new and permanent medium with infinite impressions across the eurozone. The supporting campaign asked people to spread hope, by spending the coins. This message was spread through online videos, custom TV commercials, radio commercials, ATM screens and ambient media.