Missing People - "Red"

House 337

House 337 London, Reino Unido

327

This ad is part of the ACT Responsible Collection

Marca: Missing People
País: Reino Unido

Anunciante: Missing People

Título	Red
Agencia	House 337
Campaña	The Missing Lines
Anunciante	Missing People
Marca	Missing People
Fecha de primera difusión/publicación	2024 / 1
Sector Empresarial	Asociaciones de información y de la lucha contra la enfermedad
Sinopsis	A high-profile launch of a new audiobook narrated by Stephen Fry – ‘The Missing Lines’, which frustrated listeners with its abrupt ending – is today revealed to be part of an awareness campaign for the UK charity Missing People. The campaign, built around the launch of the new audiobook across leading podcast platforms from Monday January 8, has caused consternation in just three days since its launch. Having downloaded the audiobook, listeners found the story ends abruptly after three minutes – when the main character, Marcus, goes missing after being coerced into working with a county lines drugs gang. The next eight chapters are filled with nothing but an eerie silence. The listener is deprived of a resolution to the story, reflecting the real-life experience of the thousands of people whose loved ones go missing every year. In a final chapter released today, Stephen Fry explains that the podcast is not broken, but is in fact a partnership with the Missing People charity designed to reflect the feeling that many parents have when their loved one is missing. It’s a story with no ending, one that leaves the listener in limbo indefinitely.
Filosofía	The campaign, built around the launch of the new audiobook across leading podcast platforms from Monday January 8, has caused consternation in just three days since its launch. Having downloaded the audiobook, listeners found the story ends abruptly after three minutes – when the main character, Marcus, goes missing after being coerced into working with a county lines drugs gang. The next eight chapters are filled with nothing but an eerie silence. The listener is deprived of a resolution to the story, reflecting the real-life experience of the thousands of people whose loved ones go missing every year. In a final chapter released today, Stephen Fry explains that the podcast is not broken, but is in fact a partnership with the Missing People charity designed to reflect the feeling that many parents have when their loved one is missing. It’s a story with no ending, one that leaves the listener in limbo indefinitely. For ‘The Missing Lines’ campaign, created pro bono by House 337, the agency came up with the idea for a story about a missing child, then wrote the opening pages and invented a fictional author, who was given the name M.S. Singh. House 337 approached Fry to narrate the opening pages for the audiobook which is being distributed via Apple and Spotify’s podcast platforms. The agency has also been promoting it on audio network Acast, via other podcasts and hosts, and through influencers across all social platforms. House 337 also designed a cover for the book which has been turned into a poster to promote the podcast's launch.The artwork was displayed on over 60 DOOH sites donated by Ocean Outdoor, and across 250 sites donated by JC Decaux across the UK.
Problema	Over 170,000 people run away and go missing each year in the UK.
Medio	Exterior
Más información	www.missingpeople.org.uk/missinglines
Director ejecutivo de creación	Jo Moore
Director ejecutivo de creación	Leon Jaume
Director creativo	Steve Hawthorne
Director creativo	Katy Hopkins
Director creativo	Tian Murphy
Director creativo	Charlie Gee
Miembro del equipo creativo	Jack Tibbs
Miembro del equipo creativo	Michael Arthey
Diseñador	Aaron Pacey
Gráfico	Tian Murphy
Strategy Director	Gemma Glover
Strategy Director	Duncan McLauchlan
Strategy Director	Jack Cartwright
Project Director	Sophie Richaume
Film	Sue Lee-Stern
Production Assistant	Finn Harney
Music and Sound Company	Wave
Sound Engineer	Toni Rapaccioli
Productor	Katie Buxton