| 标题 | Red |
| 广告公司 | House 337 |
| 广告战役 | The Missing Lines |
| 广告主 | Missing People |
| 品牌 | Missing People |
| 首次发布日期 | 2024 / 1 |
| 行业领域 | 疾病认知、救助机构 |
| 剧情简介 | 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. |
| 哲学 | 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. |
| 问题 | Over 170,000 people run away and go missing each year in the UK. |
| 媒体类别 | 户外广告 |
| 更多信息 | www.missingpeople.org.uk/missinglines |
| 执行创意总监 | Jo Moore |
| 执行创意总监 | Leon Jaume |
| 创意总监 | Steve Hawthorne |
| 创意总监 | Katy Hopkins |
| 创意总监 | Tian Murphy |
| 创意总监 | Charlie Gee |
| 创意团队 | Jack Tibbs |
| 创意团队 | Michael Arthey |
| 设计师 | Aaron Pacey |
| Graphic Artist | 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 |
| 制片 | Katie Buxton |
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