MISSING PERSON REPORTERS

Bronze Spike

Case Film

Presentation Image

TitleMISSING PERSON REPORTERS
BrandTHE MIRROR FOUNDATION / KUNANA
Product / ServiceTHE MIRROR FOUNDATION / KUNANA
CategoryB10. Use of Technology
EntrantBBDO BANGKOK Bangkok, THAILAND
Idea Creation BBDO BANGKOK Bangkok, THAILAND

Credits

Name Company Position
Anuwat Nitipanont BBDO Bangkok Creative
Pitha Udomkanjananan BBDO Bangkok Creative
Thiti Boonkerd BBDO Bangkok Creative
Apichaya Ungpakornkaew BBDO Bangkok Creative
Supakit Yindeeanant BBDO Bangkok Creative
Ann Pipatanakul Kunana AI Developer
Kunat Pipatanakul Kunana AI Developer
Itti Sutanthavibul Kunana AI Developer

Why is this work relevant for Media?

Through Live TV and social media channels, THE MISSING PERSON REPORTERS creates massive public impact and interest beyond ordinary missing-person report could, and ensure whoever’s watching remember the missing persons’ faces to look out for them in the public.

Background

Even if every missing person reporting is a good effort, but because it is still-image based, the reporting is easily skippable and not memorable, thus it has never been able to make the most of the public eyes to find the missing persons. The brief was to make the search for missing persons more effective.

Describe the creative idea / insights (30% of vote)

THE MISSING PERSON REPORTERS, the first time that missing person news is reported by the missing persons themselves. Studies show that the human brain remembers and recognises moving images better than still ones. In order to make the missing persons most recognisable to the public and increase their chances of being found, the project uses Deepfake technology to change the faces of news reporters to the faces of missing persons. These missing persons then read their own news and appeal to the public to help find them. Through this stunning technology, THE MISSING PERSON REPORTERS creates massive public impact and interest beyond any ordinary missing-person report could, and ensure whoever’s watching remember the missing persons’ faces to look out for them in the public.

Describe the strategy (20% of vote)

Studies show that the human brain remembers and recognizes moving images better than still ones. However, every missing person report currently use the method of still photos. We needed to make the appeal more relevant and impactful to the public, by making the missing as present and real as possible. The strategy is to bring missing persons back, as real people, to report themselves. When missing persons are directly asking for your help, it is impossible to ignore. In order to make the missing persons

Describe the execution (20% of vote)

Well known news reporters and influencers donated their faces to help search for the missing people. We use Deepfake technology to change the faces of reporters and influencers to the faces of missing persons, and have them report themselves.With this latest AI technology, we can perform animated face swap with only one image of the missing person. This ability proves to be crucial as recent images of the missing person are often very limited, both in terms of quantity and quality. Through Live TV and social media channels, THE MISSING PERSON REPORTERS creates massive public impact and interest beyond ordinary missing-person report could, and ensure whoever’s watching remember the missing persons’ faces to look out for them in the public.

List the results (30% of vote)

Over 45M media impressions +121% ad recall lift +155% top of mind awareness lift 89,566 leads received relating to the missing persons This type of news reporting has set a new precedent in missing-person reporting in Thailand and has been adopted by other organizations in their search method.