Cannes Lions

Create the Current Face of Missing Children

HAVAS WORLDWIDE SHANGHAI / BAOBEIHUIJIA / 2016

Awards:

1 Shortlisted Cannes Lions
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Case Film
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Overview

Entries

Credits

Overview

Description

In China, about 2 million children have been missing for many years. Their parents have never given up looking for them. The parents still rely on the childhood photos to look for them, but missing children’s faces have drastically changed as they age. So our idea was born. Create the current faces of missing children. Based on the surviving photos of missing children, we create computer avatar models. With the help of experts, we combine the facial information and DNA of their parents with the growth algorithm of children, to simulate the change of children’s faces scientifically. The current appearance of the missing children would be accurately created. We create new posters and use them to replace the old posters. More and more current versions of the missing children are produced. Now the parents can rely on these current face models of missing children to search for them accurately.

Execution

Based on the surviving photos of missing children, we create computer avatar models. With the help of experts (ENT experts, genealogists and osteologists), we combine the facial information and DNA of their parents with the growth algorithm of children, to simulate the change of children’s faces scientifically. The appearance of the grown children would be accurately created. They are 3D models of how the faces should look right now. We use them to create new missing posters. More and more current versions of the missing children are produced. 2015 Sep 15th, we launched this campaign in 45 cities of China such as Shanghai, Beijing, Shenyang…We used them to replace the old posters. Now the parents can rely on these current face models of missing children to search for them.

Outcome

3D facial models spread rapidly and became a hot discussion topic. We caught more than 20,000,000 people’s attention for this campaign. TV, newspaper, radio, blogs, social media talked about our project. This resulted in more than 200 local and foreign media coverage. We gained over 400,000,000 RMB PR value. The best news for us is that many families are reunited because of our campaign. More than a PR success, we will certainly give the public an ever increasing view of avoiding missing children.

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