Short List
Entrant Company JWT BEIJING, CHINA
Advertising Agency JWT BEIJING, CHINA

The Campaign

In China, thousands of 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.

Success of the Campaign

In just one week from launch, we had… Two long-awaited family reunions 20,000 APP downloads Most important thing is, we now have over 40,000 search volunteers and more every day.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We designed and built an AR*-interactive sculpture of a family and installed it in public places where families often go. There’s a difference, this family’s child is missing. *AR – Augmented Reality technology When curious passers-by raise their cameras to them, real-life audio/visual stories of missing children are revealed. People were so moved that they immediately sprung into action using the APP. Whenever a picture of a suspected missing child is taken, the 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. When a match is found, Baby Back Home will be notified via Weibo (China’s equivalent of Twitter) so the child may be rescued and safely returned home. We had turned a simple act of photo-taking into a chance to save thousands of children.


Name Company Position
Tetsu Bi JWT Beijing Producer
Angrid Wu JWT Beijing Account Service
Christine Klemmt JWT Beijing Art Director
Liang Zhou JWT Beijing Art Director
Xiu Feng JWT Beijing Art Director
Jie Cao JWT Beijing Art Director
Ds Yu JWT Beijing Art Director
Sheng Li JWT Beijing Art Director
Devin Zhao JWT Beijing Art Director
Oliver Tang JWT Beijing Copywriter
Shawn Cheng JWT Beijing Copywriter
Theresa Ong JWT Beijing Copywriter
Tenten Ma JWT Beijing Copywriter
Nicky Zhang JWT Beijing Copywriter
Polly Chu JWT Beijing Chief Creative Officer