A child disappears off a sugar brand's packaging for an important reason
Charity Child Focus follows award-winning work 'Coins of Hope' campaign
Editor's Pick
Last year, Belgian charity Child Focus and agency Wunderman Belgium won multiple awards, including five Cannes Lions, for "Coins of Hope," a campaign in which they printed the face of a missing boy on one million 2 Euro coins.
The charity and agency have now teamed up again for another campaign, "Missing Poster Child," which focuses not on coins but on a well-known brand of sugar in Belgium. Tiense Suiker's light brown sugar "Cassonade Graeffe" has for 65 years carried the image of a child. But to highlight missing kids, the campaign removes the picture from the packaging for a limited time.
The initiative is being supported by a Facebook video in which a young man, Edouard, who was once a missing boy himself explains what is happening. The limited-edition packaging not only repeats the call to share "missing" notices in the video, but also lists the 24/7 emergency contact number.
Credits
- Date
- Mar 21, 2018
- Agency :
- Wunderman-Belgium
- Brand :
- Child Focus
- Client :
- Child Focus
- Client Contact :
- Dirk Depover
- Tiense Suiker Contact :
- Isabelle Roelandts
- Tiense Suiker Contact :
- Dominique Demets
- Account :
- Seppe Dogge
- Account :
- Sander Van de Wiele
- Creative Director :
- Pieter Staes
- Creative Director :
- Manuel Ostyn
- Creation :
- Wout Geysen
- Creation :
- Tijs Dejonckheere
- Design Direction :
- Sebastien Greffe
- Design :
- Nathalie Wlostowski
- DTP :
- Anja Van den Broeck
- DTP :
- Jan-Bart Debruyne
- Social :
- Chloé Van Elsen
- Producer :
- Caroline Van Ranst
- Film Production :
- Static Films
- Director :
- Jan Boon
- Editor :
- Hans Desmet
- Sound Director :
- Menno Van Riet
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