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    Leo Burnett Tailor Made Creates Web Tool To Help Find Missing Persons

    By SHOOTUpdated:No Comments1124 Views

    Thousands of websites use a captcha tool, a cognitive test used to block spam by telling computers and humans apart. Normally, distorted words and numbers are displayed to the Internet user as a way to confirm that he or she is not a robot and thus can proceed to gain access the website. What if, instead of meaningless words, it were possible to give it a social purpose?

    With optimizing this space in mind, Leo Burnett Tailor Made in São Paulo, Brazil, created the “Missing Captcha” for the NGO Mothers of Sé, which consists of replacing the random words with the names and dates of disappearance of missing persons. “The person’s photo appears along with the name and date of disappearance. We also created a shortcut for Internet users to send messages to the NGO should they have seen or have any information on that person in the picture,” explained Marcio Juniot, creative director for Leo Burnett Tailor Made.

    To the portals that would like to join the campaign can simply visit the website of the Missing Captcha and incorporate the code into their HTML, at no cost. The security tool will display pictures, names and dates of missing persons, giving families’ greater hope.

    The expectation is that the portals will mobilize to support the cause. After all, the more people who see these pictures and names, the greater the chances of these missing persons being found. According to Mothers of Sé, it is very difficult to give a precise figure on the number of people who go missing in the country every year, but estimates place the number close to 40,000 cases annually.

    Mothers of Sé is a non-profit organization incorporated in 1996 by Ivanise Esperidão da Silva. After her daughter went missing just 120 meters from her home, Ivanise, feeling helpless and disorientated, began meeting with other mothers on the steps of the Sé Cathedral (in downtown São Paulo) holding up signs with pictures of their missing children, in protest. Today Ivanise is the president of the association that is engaged in the search for missing children. They today tend to the family and friends of missing persons–regardless of age–throughout the country and also provide them with psychological assistance.
     

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    Credits

    Client Mothers of Sé/Mães da Sé Agency Leo Burnett Tailor Made, São Paulo, Brazil Marcelo Reis, co-president and general creative director; Marcio Juniot, Pedro Utzeri, Marcelo Bruzzesi, creative directors; Vitor Menezes, Pedro Furtado, Fred Corazza, creatives; Celso Groba, Maria Fernanda Moura and Dudi Ciampolini Bourroul, producers; Christian Balzano, motion designer Digital Production Iwwa Digital Sound Production Casa da Arvore Pedro Penna, Fernando Ianni, audio producers.

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    Top Spot of the Week: Sam Gainsborough Directs An Inflated Spectacle For Clash Royale

    Thursday, April 16, 2026

    Directed by Sam Gainsborough via Blinkink, this film from agency Uncommon Creative Studio transforms video game Clash Royale’s beloved characters into an extraordinary balloon-built world, where more than 10,000 real twisted balloons were used to forge every aspect of what you see on-screen. In this surreal universe, the balloon nature of the characters is never questioned--it simply is. The Goblin trembles in genuine fear. The Barbarian rages with helpless fury. The King, confronted with an impending explosion, quietly accepts his fate.

    To bring this ambitious vision to life, Gainsborough involved Airigami, a team of expert artists who create large-scale installations, illustrations, and experiences entirely out of balloons. Each character was meticulously handcrafted to ensure immediate recognizability while embracing the uncanny qualities of their inflated counterpart. Through extensive pre-production, the team refined not only the likeness of each figure, but also the physical behavior of the balloons, carefully designing how they expand, where pressure builds, and how their forms distort under strain.

    Working across multiple scales, the artists achieved remarkable levels of detail, allowing for both intimate character moments and large-scale visual impact. The cinematography also draws heavily from the horror genre, using extreme close-ups, dramatic angles, and dolly zooms to build tension and amplify the expression of each puppet.

    As the pressure mounts, the characters swell beyond their limits; their balloon forms pushing against the letterbox frame itself, visually reinforcing the escalating tension while also nodding to the film’s underlying absurdity. The climactic moment delivers a visceral payoff: balloon explosions captured at... Read More

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