| Cannes Lions 2013 | ||
|---|---|---|
| Mobile Lions | Creative Use Of Technology; Activation by Location or Proximity | Silver |
| One Show 2014 | ||
| Interactive | Use of Technology / Location-Based Services or Proximity Marketing | Merit Pencil |
Type of entry: Creative Use Of Technology
Category: Activation by Location or Proximity
Advertiser: MISSING CHILDREN SOCIETY OF CANADA
Product/Service: CHILD SAFETY & INVESTIGATION
Agency: GREY GROUP CANADA Toronto, CANADA
Account Director: Darlene Remlinger (Grey Canada)
Account Director: Patty Moher (Grey Canada)
Account Planner: Malcolm McLean (Grey Canada)
Technology Director: John Breton (Grey Canada)
Associate Content Director: Marshneill Abraham (Grey Canada)
Writer: Dave Barber (Grey Canada)
Writer: James Ansley (Grey Canada)
Art Director: Todd Lawson (Grey Canada)
Chief Creative Officer: Patrick Scissons (Grey Canada)
Brief Explanation
In 2012, the MCSC successfully launched the first-ever online search party, the ‘World’s Most Valuable Social Network’. They now had a way to alert the masses, but also wanted to reach those most likely to report a sighting – people nearest to where an abduction takes place.
So we created the ‘World’s Most Valuable Check-In’. A digital tool that sends alerts to FourSquare locations closest to where and when a child goes missing. As one of the MCSC’s new digital tools, Most Valuable Check-In’ is directly responsible for assisting in the rescue of 6 children in the first 5 months alone.