In Brazil, one person disappears every six minutes, yet many cases remain invisible—especially in regions without internet. With 98% household penetration, Piracanjuba saw an opportunity to use its physical reach to address this urgent, national issue.
The brand revived the 1980s milk carton idea using AI, forensic expertise, and geolocated distribution to print updated portraits of missing people on its packaging.
The campaign generated over US$10 million in earned media, increased brand preference, and helped locate eight missing individuals. It also led to the creation of the Piracanjuba Institute, with a second campaign wave planned for 2025.
Want to join the team? If your heart is as yellow as ours, check out our job openings or register in our talent pool at ampfy.trampos.co