MERCADEO Versión en español
FCB And Papalote Museo del Niño Gather Children In Mexico And The U.S.
Manuela Walfenzao| 13 de marzo de 2017
Máquina situada en la entrada del Papalote Museo del Niño
FCB México and Papalote Museo del Niño deepened the reach of the Cuerda que une (The Rope That Unites), on Monday, March 13. In alliance with Casa México and 2017 SXSW Festival, celebrated in Austin, Texas, they managed a playful installation or tug-of-war that united digitally Mexicans and Amercian children 1,500 km apart.Dolores Beistegui, General Director of the museum, highlighted that this is a space that encourages social coexistence above all values. “The rope invites to work in teams and beat the other team through smiles” she stated. “We have been working with FCB with an amazing synergy and realized that children don’t know walls, nor borders, nor races. Children face challenges together, and today we saw, not only children but adults as well joining in and participating.”The installation has a smart screen system, custom-made pressure devices, and a rope, where children and their parents pulled away with excitement, in a healthy competition, which proved that teamwork is key. Amidst laughs and cheers, the children took home the notion that they were linked with other kids in the U.S. where equality and union were key.“In times of political, geographic, cultural, socio-economic and religious divisions, we continue to be human in essence. “We feel very blessed to create something like this, that helps us teach our children equality values preparing them to make this world a better place” stated Humberto Polar, Creative Director of the agency.Watch gallery
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