Reinventing The Missing Person Ad With Digital OOH

Reinventing The Missing Person Ad With Digital OOH

How many times have you walked by a static poster asking for help finding a missing person before moving on with your day?

"Chief executive of Missing People, said that 70,000 children and young people are reported missing every year in the U.K. and that these billboards are a “hugely important” way to reach the public".
Digital OOH Missing People, Help Find...

How many times have you walked by a static poster asking for help finding a missing person before moving on with your day? To give these pleas more impact, Engine Creative has unveiled a series of striking, high-tech billboards that feature “live” images of people who are unreachable in order to drive an instant connection with passers-by.

The posters for U.K nonprofit Missing People, feature photography enhanced and animated by AI and machine learning. Members of the public walking past these billboards at out of home (OOH) sites across the U.K will be met with moving images of missing people appearing to move their eyes and smile.

Engine worked with behavioral science researchers at Influence Work to enhance the impact of the creative. This led to other enhancements, including replacing the standard “Missing Person” copy with the more action-oriented “Help Find” because insight showed people were more likely to engage when presented with a clear call to action.

The bright pink posters feature a QR code which allows people to share them on social channels to further spread the message. The new formats also include less information—which researchers suggest can sometimes bombard people.

Missing People will use this format for campaigns going forward, and Engine has created a digital tool that the client can now use to automatically generate a live portrait poster when someone disappears.

Embracing innovation

The launch of the posters coincides with International Missing Children’s Day on May 25. Jo Youle, chief executive of Missing People, said that 70,000 children and young people are reported missing every year in the U.K. and that these billboards are a “hugely important” way to reach the public.

“By embracing innovation, we hope the new appeals will have an even greater impact and lead to those featured being found safely,” she added.

Digital OOH Missing People, Help Find...

Engine Creative enhanced the photos in collaboration with AI consultancy Untold Studios using machine learning software, then animated then using pioneering AI technology developed by creative machine learning company D-ID. High-tech software allowed the teams to greatly improve the sharpness of the photos.

The initiative won second place in the charity category of OOH provider Ocean Outdoor’s annual Digital Creative Competition, receiving $94,144 (75,000 pounds) worth of free media inventory to run the initial launch across.

Digital OOH Missing People, Help Find...

“Ever since ‘Missing’ posters were first created they have never really changed. Whether it’s a person or a pet the basic formula has always remained the same. But in that time our understanding of people and the technology at our disposal have moved on,” Steve Hawthorne, creative director at Engine, said.

“So we wanted to take a fresh look at ‘Missing’ posters to see how we could make them more effective,” he continued. “With help from an array of incredible partners we hope that we have done exactly that.”

Missing persons charities have been working up increasingly creative ways to encourage people to empathize with those who are lost and the families left behind.

Last year, to help raise awareness and resources for the hundreds of thousands of women missing in Mexico, FCB Mexico launched “Empty Rooms, Cuartos Vacíos,” a powerful platform which featured the living spaces that belonged to missing women on various rental platforms, like Airbnb and Facebook Marketplace.

CREDITS:

  • Executive Creative Director: Billy Faithful 
  • Creative Director: Steve Hawthorne 
  • Creative: Jack Tibbs, Michael Arthey, Ed Tuddenham, Martin Lindley 
  • Senior Strategist: Laura Sammarco 
  • Client Managing Director: Ed Norrington 
  • Agency Producer: Sophie Richaume, Chelsea 
  • Chapman Designer: Sam Adefe 
  • Motion Designer: Nick Dinnen Senior 
  • Creative Technologist: Simon Cummin 
  • Influence at Work Behavioural Scientist: Anita Braga 
  • Untold Studios Executive Producer: Ian Berry 
  • Producer: Helen Tang 
  • Head of VFX: Jon Wood 
  • Real-time Supervisor: Simon Legrand 
  • VFX Artist: Tomer Epshtein

For more information on OOH and DOOH advertising, and how we can help with your next campaign, contact us today at 210-610-5012 or email customerservice@bmoutdoor.com Create a website that's free with GoDaddy!

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