Title | THE MISSING LOOK-ALIKE |
Brand | THE MIRROR FOUNDATION |
Product / Service | MISSING PERSON CENTER |
Category | A10. Charities & Non-profit |
Entrant | BBDO BANGKOK, THAILAND |
Idea Creation | BBDO BANGKOK, THAILAND |
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 |
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.
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.
- 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.