MTV VMA nominee. 5x Clio Statue Winner. D&AD Pencil winner. 61 missing children found, and counting.
61% of missing children are found in the same state they went missing from.
When you watch at RunawayTrain25.com, the dynamic music video uses geolocation technology to show you real missing kids from your area, based on where you view it.
watch the music video:
For the 25th anniversary of Soul Asylum’s hit song “Runaway Train”, we collaborated with the National Center for Missing & Exploited Children, Jamie N Commons, Skylar Grey and Gallant for a modern remix. But it’s more than just a cover song – it’s a dynamic music video, designed not only for watching, but to bring home real missing and trafficked kids near you.
press & awards
2019 MTV Video Music Awards
Nominee2020 One show
Silver2019 Clio Award winner
Silver
4x Bronze2020 New York festivals
Bronze2020 D&AD
Shortlist2019 D&AD impact
Shortlist2019 Epica awards
Gold2020 American Advertising Awards
Silver2019 Art Director’s Club
Merit2019 PR Week Awards
Top Honor - Best use of Creativity
Top Honor- Best Public Awareness
Winner - Community Relations
Runaway Train 25 launched on Good Morning America with a live feed in Times Square, followed by press from Rolling Stone, a full-page print story in People Magazine, CNN, MTV, Wall Street Journal, and hundreds more. It was included in broadcast segments on The View as well as Entertainment Tonight and Billboard, and cut downs appeared on Hulu. Runaway Train 25 was an Ad Age creativity pick of the day. It even gained international press coverage in many Latin American countries, the UK, and Canada.
Full-page print ads about how to spot victimized children appeared in American Airlines in-flight magazines.
Runaway Train 25 also broke history as the largest dynamic digital out-of-home campaign in the U.S.
Not a dime was spent on promotion – all media was 100% donated or picked up by local press.
view the case study:
*Please note: at the time of case study execution, we helped find 14 kids. Currently, Runaway Train 25 has now helped find 61 missing kids and counting
behind the scenes:
It took a village to make this project a reality. Special thanks to the following: the M/H team: Adam Ledbury (ACD), John Matejczyk (CCO), Tanya LeSieur (EP), Ben Evangelista (AP), Alexis Lovett (AD), Marissa Buss (AD), Holly Nicholson (PM), Dave Pirner of Soul Asylum, Warner Chappell Music, KIDinaKORNER, Interscope, Runway Girls, artists Jamie N Commons, Skylar Grey, Gallant, director Jake Scott of RSA Films, MediaMonks, editors Amanda Perry and Andrea MacArthur of Bread and Butter Edit, Company 3, Method Studios, Lime Studios, Subtractive, Cisco, Twitter, No Friction, Powell Communications, Out of Home Advertising Association of America (OAAA), Grand Visual, QDOT, Innovid, Reddit, Vox Media & Concert, Pandora, Vevo, and Hulu.