Waze Child Directions
Client
OVK
Services
Creative Thinking
Year
2025
The challenge
Missing-children awareness campaigns easily become background noise. OVK needed a way to interrupt people during a moment where inattention on the road has real consequences, without the message feeling exploitative.
The approach
I built the concept around Waze's own voice-navigation feature: replacing the standard driving directions with the voices of missing children guiding the driver home. The emotional weight of the concept meant every execution detail (script, tone, pacing) had to feel sincere rather than shocking for its own sake.
The result
The result connects an everyday act (following GPS directions) to a cause that's easy to look away from, using a channel most people already trust and rely on every day.
