A missing girl dreams of her lost future in the AFP’s new campaign for International Missing Children’s Day

The Australian Federal Police have revealed a new emotive campaign film in support of International Missing Children’s Day.

Featuring a little girl opening a box containing a sparkly pair of sneakers and dreaming about all of the activities she will do in her new shoes, the campaign looks to show the loss of a child going missing.

The girl says that with her new shoes she could become famous dancer, fearless explorer or a doctor. However, none of that come to fruition because she went missing before receiving her shoes.

The film was created by Common Ventures, which was behind the AFP’s Missing Persons ad which was released in August last year.

James Crawley, co-founder and creative director of Common Ventures stated: “The creative was inspired by the (likely mythical) bet between Ernest Hemmingway and his fellow writers, resulting in the saddest sentence ever written: ‘For sale, baby shoes, never worn.’

“We love to find simple, powerful stories, and do our best to tell them beautifully. This was an absolute pleasure to work on.”

Trish Halligan, acting coordinator of outreach, prevention and engagement at the AFP said that the new film will make the public think about the significant life moments a missing child will never experience and the impact it has on families.

“We are exceptionally proud of the creative work Common Ventures has provided the AFP in the concept and development of the short video for International Missing Children’s Day (IMCD) 2019.

“As the focus piece, the short video makes the viewer think about all the unrealised achievements and milestones that a missing child will never experience. This provides a small insight into some emotions and thoughts felt by families and friends of missing children,” Halligan stated.

“When a child goes missing, there is not only the initial pain and loss associated with the horrific event, there is also the ongoing impact by those left behind.”

The video was distributed across the network of international Missing Children organisations’ social channels.

International Missing Children’s Day took place on the 25th May.

The AFP and Common Ventures’ Missing Person’s week video is a finalist for Mumbrella’s TV Ad of the Year award.


Client – Australian Federal Police / National Missing Persons Coordination Centre

Creative Agency and Production Company – Common Ventures
Director & Creative Lead – James Crawley
Executive Creative Director – Brian Merrifield
Creative – Daniel Nutman
Art Director – Roberta Cicerone
Producer – Lisa Pizarro
Cinematographer – George Tyler
Sound Recordist – Michal Zoltowski
Camera Assistant – Paul Hoad

Actor: Anouk Baillet

Casting: Chicken and Chips
Casting Directors – Alison Fowler & Stephanie Pringle

Music & Sound House: Rumble Studios
Composer: Lance Gurisik
Music & Sound Producer: Michael Gie


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