BBH London created this powerful interactive spot for Missing People, a UK charity that aims to reconnect missing people with their families. It aims to promote its new telephone number, 116 000, launching on International Missing Children's Day (25 May).
The film shows an emotional young man trying to make a call to his mother from a call box. When he finally manages to make the call and she answers, the film freezes and the audience is invited to dial a number to hear the conversation. Those who call the number hear an exchange between the boy and the charity; he asks them to let his mum know he is OK. Those who don't call will view the film in silence. Each call will make a donation to the charity.
The phone call element of the campaign will be supported with interactive posters, donated by washroom contractor partner Admedia, placed in leisure and travel destinations. People with NFC smartphones will be able to hear the call made by the boy on the poster by scanning their phone over a logo. Their phone will then connect them straight to the call within a few seconds.