Created by Grey Singapore, this digital activation seeks to help Australia find some of the 38,000 people who go missing every year there, which is one every fifteen minutes. The Missing Persons Advocacy Network asked some prominent Australian businesses to donate their website search bars so that when people scrolled over them, a banner ad featuring the face of a missing person and number to call if you have info, would pop up.

I guess it's too soon to tell if this has had any success as this case study video simply stops at the "here's what we did," portion so I can't really call it a solution to a problem. As and idea, it's conceptually valid but as jaded as this makes me sound, I can't help but take an objective look at it and say, regardless of the search bar, all you did was create some banner ads featuring missing people on it, which you could have easily placed as regular ads in say, The Herald Sun or The Australian. It's not really different from putting names and faces on milk cartons like they used to, because they know thats where eyeballs are. I'd love ot believe the people who made this would think that finding missing people is the award. If it was made to win awards, (and it is award show seasons) then it's not worth it.

CEO and Founder: Loren O’Keeffe
Agency: Grey Group Singapore:
Chief Creative Officer: Ali Shabaz
Associate Creative Director: Cinzia Crociani/ Sudhir Pasumarty
Head of Design: Sudhir Pasumarty
Creative Technologist: Sandeep Bhardwaj
Senior Copywriter: Karn Singh
Senior Developer: Balasubramaniyan Suruliraj
Account Manager: Amanda Rendell
Senior Account Manager: Madina Kalyayeva
Planner: Sashi Kumar
Regional Director, PR & Corporate Communications: Huma Qureshi
Regional Corporate Communications Executive: Yanrong Pang
Senior Client Executive: Julian Liston
Partner and Head of Change: Angela Scaffidi
Video Production:
Producer: Harie Herman
Editor: Pauline Toh
The Gunnery:
Executive Producer: Azmi Jaffar
Voice Over Artist / Audio Engineer: Evan Roberts


Comments (1)

  • Dabitch's picture

    Am I the only one who breaks out in hives when I hear the phrase "digital activation"? It's ok, you can tell me.

    Feb 20, 2015

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kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.