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On Sunday, at the Beverley Hotel in downtown Toronto, The Missing Children’s Network and agency Lowe Roche put on an art show, with a twist. To launch year two of its “Missing Kids Stamps” campaign – which sees the faces of missing children put on postage stamps – a portrait was unveiled, made up of more than 1,000 of the stamps, which pedestrians were encouraged to peel off. As the stamps with the faces of the missing – Mélina Martin (missing since 2005), Maisy Odjick (2008), Tommy Clement-Pepin (2006), Karar Al-Meiky (2006) – were removed (hopefully to be used on the next piece of mail they send out), it revealed the larger portrait of Cédrika Provencher, a Quebec child missing since 2007. A sombre exhibit, but this might put a smile on your face: in the past year, two children feared missing and featured in the campaign were reunited with their families.

Credits

Brand: The Missing Children’s Network
Agency: Lowe Roche
Creative Director: Mark Mason
Creative Director: Jane Murray
Associate Creative Director: Gail Pak
Copywriter: Jordan Gabriel
Account Director: Amelie Gundy
Director of Production: Beth Mackinnon
Agency Producer: Shannon Farrell
Associate Strategic Planner: Liam Brown