Milk Carton 2.0

Public Service/Charity (Non-Profit)

2013

GREY (Canada)
e: awards@greycanada.com

Client: Missing Children Society of Canada Ad Agency: GREY (Canada) Chief Creative Officer: Patrick Scissons Art Direction: Todd Lawson, Yusong Zhang Copywriting: James Ansley, Dave Barber Associate Content Director: Marshneill Abraham Technology Director: John Breton Creative Technologist: Daryl Brewer, Mark Brombacher, Toby Pilling Account Director: Patty Moher, Darlene Remlinger Agency Planner: Malcolm McLean

Winning Website: valuableproject.ca

Instead of an ad campaign we created Milk Carton 2.0 – a series of web and mobile innovations using platforms like Facebook, Google and Foursquare to involve the public in the search for missing children. Milk Carton 2.0 has created a search party that has reached 70% of Canadians at no paid media cost and has been directly responsible for assisting in the rescue of 6 missing children in the first 5 months alone.