|
URL: http://www.awardsubmit.cn/missingchildren/epica_1/
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.
|
