Piracanjuba, in partnership with Associação Mães da Sé, an institution that has helped families in the search for their loved ones since 1996, launches the Desaparecidos campaign, an initiative developed by Ampfy, which combines Artificial Intelligence with the experience of a criminal expert to create images that They show what people who disappeared decades ago would look like today.
Data from the Public Security Yearbook 2024 show that last year 80,317 cases were registered across the country, 3.2% more compared to 2022. The action reissues a movement from the 80s, which printed photos of missing people on boxes of milk in the United States and which is now being reinterpreted through technology.
With the use of AI tools and the collaboration of expert Hidreley Diao, a specialist in the age projection technique, the campaign makes use of the gigantic capillarity and distribution of Piracanjuba, the 9th most chosen brand in homes across the country, to significantly increase chance for these people to be found, by transforming old portraits into current scenes, inserting them into everyday situations.
“Piracanjuba is synonymous with quality and care. A brand that reaches the most distant places in Brazil, puts its dominance in favor of a noble and urgent cause: bringing hope and, who knows, reuniting families again,” says Ampfy’s CCO, Fred Siqueira.
Produced by Tetra Pak, millions of packages will be distributed, relying on Piracanjuba logistics, throughout the national territory. “A brand on the scale of Piracanjuba, with such a beautiful purpose of doing good, elevates our cause and gives us visibility and reach that we never had before”, comments the president of Associação Mães da Sé, Ivanise Esperidião da Silva.
At www.piracanjuba.com.br/desaparecidos, the public can find out more about the initiative and obtain more information about each of the people featured in the campaign. The Mães da Sé Instagram profile will show several photos and even videos, all made by AI from a single old portrait.
To promote the action, Ampfy created a communication strategy with several actions that will be publicized on the brand’s social networks, external media and with influencers who are involved in the cause.
“This is an initiative that fills us with hope. Piracanjuba products are present in the daily lives of families, accompanying many moments of togetherness and joy at the table. It is very sad to see a family member disappear; It’s something that affects everyone. With this action, we want to generate empathy and contribute to the search for these people”, reinforces the Marketing Director of Grupo Piracanjuba, Lisiane Campos. “Disappeared is a perennial action. We are very involved with it and are already looking at its continuation next year”, he concludes.
This is the first phase of the campaign, which lasts indefinitely and should receive new images in the following phases.
