Baobeihuijia Digital, Case study MISSING CHILDREN by J. Walter Thompson Beijing

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MISSING CHILDREN

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Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile, Case study
Market China
Agency J. Walter Thompson Beijing
Director Yunsong Guo
Art Director Dongsheng Yu, Jie Cao Xiu Feng, Liang Zhou Christine Klemmt, Devin Zhao, Li Sheng
Copywriter Nicky Zhang, Theresa Ong, Tenten Ma, Nuo Li
Producer Tetsu Bi
Released May 2013

Awards

Cannes Lions 2013
Mobile Lions Mobile Applications; Charities, Not for Profit and Public Information Gold
Mobile Lions Best Integrated Campaign Led by Mobile Silver
Mobile Lions Creative Use Of Technology; Augmented Mobile Experience Silver

Credits & Description

Type of entry: Creative Use Of Technology
Category: Augmented Mobile Experience
Advertiser: BAOBEIHUIJIA.COM – ‘BABY BACK HOME’ VOLUNTEERS ASSOCIATION
Product/Service: MISSING CHILDREN MOBILE SEARCH APPLICATION
Agency: JWT BEIJING, CHINA
Director: Yunsong Guo (Orange Film)
Technical Team: Toru Takatori (1-10design)
Technical Team: Tatsuya Yokoda (1-10design)
Technical Team: Tomoki Matsui (1-10design)
Technical Team: Teruaki Tsubokura (1-10design)
Technical Team: Kenichi Nagai (1-10design)
Technical Team: Masaya Ishizaka (1-10design)
Accounts: Chrissy Wu (Always)
Digital: Mankit Au Yeung Eric Yu (JWT)
Producer: Tetsu Bi (JWT)
Art Director: Liang Zhou Christine Klemmt (JWT)
Art Director: Jie Cao Xiu Feng (JWT)
Art Director: Dongsheng Yu (JWT)
Art Director: Sheng Li (JWT)
Art Director: Devin Zhao (JWT)
Copywriter: Nuo Li (JWT)
Copywriter: Theresa Ong (JWT)
Copywriter: Tenten Ma (JWT)
Copywriter: Nicky Zhang (JWT)
Chief Creative Officer: Polly Chu (JWT)
Brief Explanation
In China, over 20,000 children go missing each year. Abducted not for ransom but sold into slave labour, prostitution, or a life on the streets as beggars. For the parents, hope to find their children in a country so big, is small.
Baby Back Home helps families by publishing missing profiles on their website. Unfortunately, with little success. They desperately needed a more effective means to find these missing children.
In a country of 1.4 billion people, surely we can do something.
Take a photo. Save a stolen child.
To enable anyone who owns a smartphone to become an instant search volunteer just by taking a photo of a child they suspect may be lost or stolen.
Our Missing Children APP will then compare it to Baby Back Home’s missing persons database to identify a match. With Face Recognition Technology, the result is almost instantaneous.
We had turned a simple act of photo-taking into a chance to save thousands of children.
It starts with an outdoor sculpture.
We installed an AR-interactive sculpture in public places. When passers-by take a picture, it will reveal real-life audio/visual stories and data of missing children. With a simple tap of a button to activate the app, they can answer the call-to-action.
If you come across a lost or stolen child, simply take a picture of the child’s face. Using Face Recognition Technology, the APP will identify a match against Baby Back Home’s missing children database. The result is almost instantaneous. The APP will then notify the family and return the child.
Results:
In just one week, we had two long-awaited family reunions.
Over 20,000 APP downloads = search volunteers.