Milk Carton 2.0
Deena Archibald (GREY (Canada))
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.