Marketing Kbs Canada

The scariest monsters could be next door, says campaign for Missing Children Society of Canada


By Kyle O'Brien | Creative Works Editor

October 31, 2017 | 2 min read

Everyday monsters are the scariest of all, so says a campaign to dispel the 'stranger danger' myth on the eve of Halloween, from KBS and the Missing Children Society of Canada.

Everyday Monster

AI used to make an 'Everyday Monster' mask by KBS and Missing Children Society of Canada

In 2016, 45,609 Canadian children were reported missing. The popular assumption is that these children have been victims of random evil — a stranger on the street appearing out of nowhere in an unmarked white van to perpetrate his or her evil — but the reality is quite different. In most cases, child abductors are someone with whom the child has a pre-existing relationship.

This Halloween, creative agency KBS has partnered with the Missing Children Society of Canada to debunk this myth and to raise awareness of this frightening reality by creating a Halloween mask representing the scariest monster of them all: the ‘Everyday Monster,’ a true-to-life composite face created using a database of convicted child abductors.

The face itself was first created using photo recognition, AI and a composite of facial feature data points compiled from a publicly available database of mugshots from 78 different child abductors. This hauntingly familiar persona was then transformed into a custom Halloween mask handmade by Trick of Treat Studios’ Chris Russell.

Missing Children Society of Canada: Everyday Monsters by kbs

By Missing Children Society of Canada

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