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Leo Burnett Brussels Aids Search for Missing Panini Stickers… But There’s a (Very Worthy) Catch

Editors' Choice: Sticker seekers are required to help Missing Children Europe in their search for missing children

Leo Burnett Brussels Aids Search for Missing Panini Stickers… But There’s a (Very Worthy) Catch

The EURO championships might be over, but everyone is still looking for the missing soccer stickers to complete their Panini album. Leo Burnett Brussels uses this Panini-hype to launch a campaign for Missing Children Europe, the European federation for missing and sexually abused children. In a print advertisement and an online movie we see someone completing a sticker album with stickers of missing children. Of course, this album is not really for sale, but you can order your missing stickers for your Panini via The money you pay for those, goes entirely to Missing Children Europe to support them in their search for missing children.

Since the month of April just about every soccer fan in Europe has been collecting Panini soccer stickers. With 24 national teams and over 96 pages the album is thicker than ever: you need 680 stickers to complete it. That is quite a lot. And so everybody is now frantically looking for their missing images. Now Leo Burnett Brussels and Missing Children Europe come to the rescue with a website on which you can buy your missing stickers. All proceeds will go to Missing Children Europe, to help this organisation track down its ‘missing children’. The campaign will run for one month in several European countries, including Belgium, Portugal, Italy, France and Serbia.


Brand: Missing Children Europe

Creative Agency

TV Producer: Monique Sampermans

PR Director: Kathy Van Looy

Photographer: Ivan Moons

Digital Producer: Tanguy De Kelver

Designer: Mauro Cordella, Benoît Germeau, Jeremie Acquisto (Web)

Creative Director: Tom Garcia

Creative Agency: Leo Burnett Brussels

Creative: Ivan Moons, Raf De Smet

Copywriter: Raf De Smet, Sophie Colens

Managing Partner: Kaat Danneels

Account Executive: Carole Hayard

Account Director: Jeroen Vernelen

Music and Sound

Sound Production: Bubbles

Post Production / VFX

Post Production House: Mikros Image

Production Company

Production Company: Dark Horse

Producer: Brigitte Baudine

Category: Charity , Corporate and social

Genre: Digital , Experiential