Why is this work relevant for Brand Experience & Activation ?

The long-term missing children have been out of people's attention. Through the interactive contents on a digital screen, customers can make an eye-contact with the long-term missing children and establish empathy for them and their parents. Customers are not only alarmed that these children and their parents need some continuous attention, but also noticed that Starfield Hanam, the biggest shopping mall in South Korea, provokes a social awareness of missing children.

Background

People like to gather to have a reunion time as it becomes at the end of the year, but there are families, who couldn’t enjoy during the moment; long-term missing children family. The missing children parents are still looking for their kids with photos of appearances of the moment when kids were missing even it passes 10 years or 20 years from the moment.

Describe the creative idea (20% of vote)

The long-term missing children have been ignored. We wanted to regain people's attention. The most effective way to get their attention is to make an emotional connection between people and the children. So, we used the most intuitive human connection, an eye-contact.

Describe the strategy (20% of vote)

Our target is every customer in Starfield Hanam, South Korea’s biggest representative mall. They are mostly a family with kids, so we expect they can easily have an empathy for the long-term missing children. We showed our interactive eye-contact contents on the biggest digital screen in the mall, so that no one can ignore: The Digital Screen Tower.

Describe the execution (30% of vote)

South Korea’s representative mall, Starfield Hanam works together with experts of each fields to simulate 80% of current appearance of a missing kid by analyzing his/her siblings’ appearance throughout the newest Generative Adversarial Network technology, anthropology big data, our own deep learning program. Also, it changes a 22m big figure with its current appearance when visitor looks in the eyes of the missing kid.

List the results (30% of vote)

During the campaign, its exposures are about 100,000 people per day and social media posting are about 61,660, and exposures in the press are about 266. The most influential press in South Korea even asked people to take a closer look at a simulated current looks of the missing kid carefully to find them together. Surprisingly, 53 billboard owners began donating some of their media time in deep sympathy with our campaign.