Creativity

Coffee cups carry illustrations of missing people in Australia

Campaign by WhiteGrey reimagines the traditional milk carton photo

By Alexandra Jardine. Published on Aug 09, 2018

Editor's Pick

It's National Missing Persons Week in Australia this week, and to help highlight those who are missing, a new campaign prints professional illustrations of six missing people onto takeaway coffee cups.

Twenty of Melbourne's top cafes will serve the takeaway biodegradable cups. The work, created by WhiteGrey Melbourne for the Missing Persons Advocacy Network (MPAN), was a collaboration between families, artists and writers to create an illustrated portrait of that person and their story. The campaign "replaces stark, grainy missing persons photos with human reflections and stories," explains MPAN CEO, Loren O'Keefe.

While the idea of printing missing people's images on everyday products isn't new -- we've all seen the flyers, the milk cartons, and it's even been done on money, in Belgium's Coins of Hope campaign via Wunderman -- this campaign gives it an artistic bent that hopefully will engage coffee consumers with the stories behind the missing people, highlighting the 38,000 Australians who go missing each year. It's also good PR, gaining widespread exposure on TV news channels and in other media.

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Credits

Date
Aug 09, 2018
Client:
Missing Persons Advocacy Network
Agency:
WhiteGrey
CEO & Founder:
Loren O'Keefe
Writer:
Jo Abi
Writer:
Lili Wilkinson
Writer:
Belinda Smart
Writer:
David Halliday
Writer:
J.C. Burk
Writer:
Paul Bugeja
Artist:
Diego Patiño
Artist:
Kate Banazi
Artist:
Janine Wareham
Artist:
James Fosdik
Artist:
Aaron Tyler
Artist:
Allan Wrath
Executive Creative Director:
Anthony Moss
Associate Creative Director:
Sally Richmond
Associate Creative Director:
Lauren Doolan
Design Director:
Renee Luri
Designer:
Lauren Bowen
Managing Director:
Claudia McInerney
Project Manager:
Holly Ryan

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