Nowadays the walls are rising up all over the world, but nothing comes of it.
Divisions make us to think we are different. One example is Mexico City, one of the most populated cities in the world – more than 20 million of habitants, according to UN data. A place where distances become walls that separate, divide and even become borders.
To shorten those distances and knock down the walls between all children of Mexico City, Papalote Children’s Museum, concerned not only about teaching arts and sciences; even to help foster the values of children, created the Tira muros Rope; a game which allows to join children from the most distant parts of the city.
Papalote children’s museum and fcb Mexico created “the wall breaker rope” to transmit a positive message to all the children from Mexico city and around the world
This action was developed altogether with FCB Mexico under Humberto Polar’s creative leadership, who is the EVP Creative of FCB Mexico and commented that through innovation, technology and creativity they were able to place two machines, each of them with a rope and an interactive system synchronization. One of them was situated in a private school in an exclusive area of Mexico City and the other 43km away, in a public school in a marginalizes area.
Thanks to this game, the The Wall Breaker Rope, that was never seen before, children at the opposite ends of the city, regardless of their socioeconomic conditions, played with each other to have fun and get to know each other. But the most important, was that children could learn that They are essentially the same, highlighting the value of friendship.
It`s important to highlight that Papalote Children’s Museum recently developed an impact 360 communication campaign to announce its renewal under the motto “toco, juego y aprendo” (touch, play and learn). These actions are part of it.
Creative Vice President: Humberto Polar
Creative Direction: Ana Noriega, Edgar Rodríguez, David medina, Jairo Guerrero, Agustín Padilla
Copywriter: Pedro García
Account Director: Emelia Cruz
Agency Producer: Héctor Méndez, Geraldine Bezares
Production Company: Serendipia
Customer: Adriana de los Palos, Rubén Piza, Daniela Ochoa, Francisco Bistrain
About FCB Mexico
FCB (Foote, Cone & Belding) is a global communications and marketing company, fully integrated with a creative heritage and a success dating back to 1873. Based on in-depth knowledge of the various local markets and global cultures, FCB focuses on changing Consumer behavior for the benefit of its customers, its people and society. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). For more information, visit http://fcbmexico.com.mx/ or follow us on Twitter (@FCB_mex) and Facebook (FCB.México)