ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

2020 ADC Awards - Advertising

Runaway Train 25

Agency MUH-TAY-ZIK / HOF-FER / San Francisco + RSA Films/Black Dog / Los Angeles

Client National Center For Missing & Exploited Children
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Annual ID

ADC_DFG20_040M

About the Work

Runaway Train 25 uses geo-tech in a music video to find missing children in the US, many of whom are victims of sex trafficking. 25 years ago the band Soul Asylum created the hit single, “Runaway Train.” They worked with the National Center for Missing and Exploited Children (NCMEC) and director Tony Kaye to create a video that showed real missing children. It aired nationally on MTV and helped recover some of the kids. But missing kids is a local issue, with 61% of those recovered found in the state they went missing. We created an all-new modern version of the video, using geo-tech to show children who are missing from the area where the video is viewed. Each hyper-local version pulls kids from the NCMEC/FBI database and inserts them into the video when viewed at RunawayTrain25.com “Runaway Train 25” re-imagines the original video with modern artists, and modern technology. Every area in the country sees a different version of the video with local kids, and enables viewers to provide tips while viewing the video. The campaign has resulted in a 60% increase in tips to NCMEC, so far reuniting 14 children with their families.