- 26/06/2026
Miles for the Missing
Kristof Janssens, President of the Strategy jury for the Creative Belgium Awards 2026: “The most remarkable ideas don’t just communicate a message — they create a new reality. This idea did precisely that. It turned a running app into a search network, transformed runners into volunteers, and converted every mile covered into hope for finding a missing person. Technology wasn’t deployed to generate attention, but to make a difference when every second counted. This is creativity at its very best, hat’s off”
This initiative creatively pushes the boundaries of technology by transforming Strava, the world’s most popular running app, into an immersive, real-time search network. The campaign leverages emerging tech through its intelligent, AI-powered route generator, which dynamically analyzes Strava heatmaps, disappearance data, and individual runner locations. This creates a new reality where everyday runs become purposeful search missions. Runners are deeply engaged through this cutting-edge system, receiving real-time missing child alerts directly on their smartphones. By harnessing the power of data-driven insights, the campaign demonstrates how technology can create an immersive experience that significantly accelerates the search for missing children, delivering measurable societal impact.
- Creative Belgium Awards 2026
- Gold, Brand experience, New Realities & Emerging Tech
- Silver, Brand experience, Digital Experience
- Silver, Culture & Social Behaviour
- Silver, Digital Craft
- Silver, Media
- Bronze, Digital
- Bronze, Innovation
- Bronze, Integrated
- Bronze, PR
- Agency: VML
- Client: Child Focus
- ACCOUNT: Pieter Van Schil, Jessica Jacobs, Molly Waeytens
- ART DIRECTOR: Patrick Vermeylen, Rik Hermans
- COPYWRITER: Tomas Van Loon, Hannah Candries, Jelle Raats, Yves Donceel, Gavin Watt
- CREATIVE DIRECTOR: Kasper Janssens, Arjen Tarras
- DESIGNER: Samuel Allemand
- DESKTOP PUBLISHER: Jan-Bart Debruyne, Theo Hagtingius
- DEVELOPER: Bram Verdyck, Sam Serrien
- MOTION DESIGNER: Lucas Van Orshaegen
- PR COMPANY: Ogilvy Social.Lab
- SOUND DESIGN: Menno Van Riet
- STRATEGY: Jef Pelkmans, Gaëlle Maes
