THE MISSING LOOK-ALIKE

TitleTHE MISSING LOOK-ALIKE
BrandTHE MIRROR FOUNDATION
Product / ServiceMISSING PERSON CENTER
CategoryA10. Charities & Non-profit
EntrantBBDO BANGKOK, THAILAND
Idea Creation BBDO BANGKOK, THAILAND

Credits

Name Company Position
SUTHISAK SUCHARITTANONTA BBDO BANGKOK Chairman & Chief Creative Officer
THIPAYACHAND HASDIN BBDO BANGKOK Chief Client Officer
SOMKIAT LARTANUNCHAIWONG BBDO BANGKOK Chief Executive Officer
ANUWAT NITIPANONT BBDO BANGKOK Deputy Chief Creative Officer
CHALIT MANUYAKORN BBDO BANGKOK Executive Creative Director
KUSUMA RUCHAKITYANON BBDO BANGKOK Creative Director
PAKORN INTHACHAI BBDO BANGKOK Art Director
TIABTAWAN LIMJITTRAKORN BBDO BANGKOK Creative Group Head
TIABTAWAN LIMJITTRAKORN BBDO BANGKOK Creative Group Head
CHATCHANIT YENJAI BBDO BANGKOK Copywriter
ARUNEE RUEANGWATTANAPORN BBDO BANGKOK Account Director
WACHIRA AMPORNPACHRA BBDO BANGKOK Account Director
SUNUNTHANA AUNCHANANUN BBDO BANGKOK Account Manager
LAPASLADA SEVIKUL BBDO BANGKOK Account Manager
YATHIP YHANITTHANAPHAT BBDO BANGKOK Agency Producer
JIRAPAN VASANABUNSONGSERM BBDO BANGKOK Agency Producer
ANUCHA PINTOKAEW BBDO BANGKOK Agency Credit Other
WATCHARACHOL PIMOLTHAI BBDO BANGKOK Agency Credit Other
SHINOTHAI SAMSEETHONG BBDO BANGKOK Agency Credit Other
VORATHEP ONLAMUL BBDO BANGKOK Agency Credit Other

The Campaign

30 seconds… The amount of time the image of the missing person’s poster remains in one’s memory because our brains are designed to store unfamiliar things in our short-term memory. According to scientific evidence, the human brain frontal lobe’s memory works more effectively with things we’re familiar with. So, we’re presenting an easier way for people to register the missing person simply by encouraging everyone to associate the missing person with someone’s look. The campaign starts with 10 celebrities, who look similar to the missing people from the posters, encouraging people to share the posters to help find the missing people from faces we’re familiar with.

Creative Execution

The campaign first rolled out on International Day of the Disappeared via online platforms starting from the Facebook fan page of The Mirror Foundation and Twitters of celebrities who are featured in this campaign. The short version of the video for this campaign were then launched in digital billboards and bus screens. We also redesigned the missing people posters to promote in newspapers and Instagram. All media platforms are connected through the hashtag #TheMissingLookAlike which led everyone to the missing people fan page so that people can help look for other missing people and associate them with more familiar faces.

Results

- More than 1 million organic views in 30 hours - Became the No.1 trending hashtag in Thailand’s Twitter - 300k+ shares in only 2 days - 113 minutes of news coverage - 91.8+ million baht earned in free media - 150+ million total impressions - 85% recall of missing people - Lots of celebrities contacted the agency directly to volunteer for this campaign pro bono - Thankfully, 2 of the 10 missing people from our posters are now safe at home

Because this campaign created new method to help people recall the face of missing person. Which all new design posters work directly to human brain's frontal lope as scientific proof.

Based on scientific evidence, the human brain frontal lobe’s memory works more effectively with things we’re familiar with. “The Missing Look-Alike” campaign helps with people’s association of the missing people with familiar faces. Knowing that Thai people are interested in actors, actresses and celebrities, we invited famous Thai celebrities (representing different genders and ages, are well-known amongst mass targets and cover all categories of missing people) who look similar to the missing people to demonstrate how missing people can be easily recognizable with the help of a familiar face. The campaign was promoted nationwide by using TVC, online, newspapers, billboards, bus screens and Instagram to introduce the method and redesigning of the missing people posters. We’re also using Instagram to recruit photos from other celebrities for more comparisons.

Links

Social Media URL