Missed Birthdays
Award: Wood Pencil
Wood Pencil / Experiential: Activation & Participation / B2C Activations / 2025
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Wood Pencil / Health & Wellbeing / Experiential
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Wood Pencil / PR / Events & Stunts
Award: Shortlist
Shortlist / Direct / Integrated
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Shortlist / Film / User Generated Content (UGC)
Award: Shortlist
Shortlist / Health & Wellbeing / Integrated
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Shortlist / PR / Integrated
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Shortlist / PR / B2C
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Shortlist / Spatial Design / Installations
Missed Birthdays is a harrowing visualisation of the young lives lost to suicide. At the heart of the campaign is an installation of 6,929 balloons located in Europe’s largest mall, Westfield London.
Bright and joyful from afar, only on closer inspection would people realise that each balloon represented a young life lost to suicide in the last decade, and the birthday they never reached.
Our installation was supported with a film, which tells the heartbreaking story of one young life lost to suicide, Evelyn, told through a collection of home footage and a narration from Evelyn's mother.
