Missing Portraits: Piracanjuba Uses AI and Milk Cartons to Help Find Missing Persons

Missing Portraits: 300 Million Milk Cartons Become a New Medium for Reuniting Families.

Artificial Intelligence (AI) is often viewed with caution, but what if it could be harnessed for hope? Piracanjuba, one of Brazil’s leading dairy brands, is doing just that—leveraging AI to help locate missing persons and reunite families.

A Purpose-Driven Initiative

Piracanjuba stands by its mission: “Doing well what does you good.” In Brazil, where a person goes missing every six minutes, awareness alone is not enough—action is needed. With 98% household penetration, including remote areas with limited internet access, Piracanjuba recognized an opportunity to extend the search for missing persons beyond digital platforms. Partnering with Mães da Sé, a globally recognized organization for missing persons advocacy, the company transformed its milk packaging into a powerful medium for spreading awareness.

The Power of AI: The Missing PortrAIts Project

Developed in collaboration with its agency Ampfy, The Missing PortrAIts project utilizes Probabilistic Image Synthesis, an AI-driven technique that works alongside a criminal expert. By analyzing familial characteristics and aging patterns, AI updates old photographs of missing persons to reflect their likely current appearance. These enhanced images are then printed on Piracanjuba’s milk cartons and distributed in supermarkets near the last known locations of the individuals.

A Nationwide Media Movement

By turning 300 million milk cartons into a new form of media, Piracanjuba has taken an innovative approach to tackling a national crisis. The results speak for themselves—within the first month of the campaign, eight families were reunited with their missing loved ones. This initiative demonstrates how AI, combined with widespread product distribution, can create real-world impact.

A Brand That Elevates a Cause

“A brand as big as Piracanjuba, which has the beautiful goal of helping people, elevates our cause and gives us visibility and reach that we have never had before,” says Ivanise Esperidião da Silva, President of the Mães da Sé Association.

Consumers can visit www.piracanjuba.com.br/desaparecidos to learn more about the initiative and access updated images of missing individuals. The Mães da Sé Instagram page also shares AI-enhanced photos, offering further visibility for those still missing.

A Long-Term Commitment

“Missing PortrAIts is a long-term initiative. We are very committed to it and already looking towards its follow-up next year,” says Lisiane Campos, Marketing Director at Piracanjuba.

The campaign is still in its first phase, with no end date set. More updated images are expected in future phases, ensuring that this mission continues until more families are reunited.

Conclusion

Piracanjuba’s innovative use of AI and mass distribution channels proves that technology can be a force for good. By integrating AI-enhanced images into an everyday household item, the company has created a life-changing initiative that extends far beyond traditional awareness campaigns. As the initiative continues, it holds the promise of reuniting even more families, proving that hope can be found in the most unexpected places—even on a milk carton.

Credits
Client: Piracanjuba
Agency: Ampfy
Production Company: Piloto
Campaign: Missing Portraits