| Title | THE MISSING PERSON PRE-ROLL |
| Brand | THE AUSTRALIAN FEDERAL POLICE |
| Product / Service | MISSING PERSONS UNIT |
| Category | B04. Public Service, Charity & Fund Raising |
| Entrant | VML Sydney, AUSTRALIA |
| Entrant Company | VML Sydney, AUSTRALIA |
| Advertising Agency | VML Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Paul Coles | VML Australia | Group Account Director |
| Julian Watt | GPY&R | Executive Creative Director |
| Aden Hepburn | VML Australia | Managing Director |
| David Jackson | VML Australia | Senior Art Director |
With over 1,600 missing person cold cases in Australia, the Australian Federal Police wanted a new way to showcase the long-term missing during Missing Persons’ Week. The Missing Persons Pre-roll turned the unavoidable five seconds of a YouTube pre-roll into an engaging, geo-targeted call-out for sightings of missing people. YouTube users were delivered details of a missing person last seen in their local area with customized skip buttons for ‘yes’ or ‘no’. A YouTube and world first, the Missing Persons Pre-roll was seen by over 1.2 million people, generating 238 new leads on missing persons. NOTE TO JURY - URL MAY NEED TO BE ACCESSED VIA INTERNET EXPLORER