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Kids In Mexico & U.S. Unite Through Epic “Tug of Hope” Installation at SXSW 2017

Press Release - Austin, Texas, 10 March 2017

Interactive “Tug of Hope” activation crosses borders to teach kids

more than 930 miles apart about equality and unity

Interpublic Group global creative agency FCB and Mexico City’s Papalote Children’s Museum have teamed up to create a unique interactive installation launching at this year’s SXSW that promotes unity and equality with kids and adults across borders and economic divides. Called “Tug of Hope,” the installation uses a tug-of-rope game that digitally and physically connects players in Mexico City and Austin, which are more than 930 miles apart.  

The installation deploys a combination of smart screens, a custom-designed pressure device and old-fashioned rope to engage kids of all ages in a gripping game of tug-of-rope. Laughter, grit and determination among the kids connect the players in both locations, the outcome of which ultimately highlights the values of teamwork, unity and equality. 

Humberto Polar, chief creative officer of FCB Mexico, said the game’s concept stems from the fact that, “At a time when there is political, geographical, cultural, socioeconomic and religious divisiveness, we’re still all human at the core. We feel very lucky to create something like this that helps teach our children fundamental values of equality that equip them to make the world a better place.”

Added Dolores Beistegui, general director of the Papalote Children’s Museum: “‘Tug of Hope’ invites children from Mexico City to play with their peers in the city of Austin, erasing borders, overcoming prejudices of any kind. Papalote is committed to building a better world for our children, without exclusion or discrimination.”

“Tug of Hope” was born from an initiative that FCB created in partnership with the Papalote Children’s Museum last year, which allowed schoolchildren from different socioeconomic backgrounds across Mexico City to play with each other. The effort united kids whose paths might otherwise never cross and highlighted for them that, regardless of background, we can all come together and collaborate. Papalote’s mission is to deliver meaningful and memorable experiences and lessons to children through science, technology and art.

“Tug of Hope” makes its debut this Monday, March 13, 2017, at 2:00 p.m. CDT within the Mexican American Cultural Center’s Atrium Auditorium, located at 600 River Street in downtown Austin. The launch is being supported by Casa Mexico, an official SXSW sponsor, whose mission is to showcase Mexico’s status as a global tech, entrepreneurship and innovation leader. The activation will also be on display throughout the week, from March 14-18, between 10:00am-6:00pm each day.

Following SXSW, FCB and Papalote plan to continue this educational activation between kids at museums around the world.



About FCB

FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present and an anticipation of its future potential. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG).

About Papalote Children’s Museum

Under the iconic motto the “Touch, Play and Learn,” the totally renovated Papalote Children’s Museum provides visitors with improved services via more comfortable facilities, and more meaningful and memorable learning experiences and a more sustainable building. Papalote has more than 300 exciting exhibitions, divided into five themes: I communicate, I am, I belong, I express and I understand. Check out prices and timetables available at and on social media: Facebook @PapaloteMuseo and Twitter @Papalote_Museo.

Press Contacts

FCB Global

Elaine Wong
O: 212-885-3088
M: 646-634-8930

FCB Global

Kellie Gleason

O: 212-885-3274

M: 917-885-7969

FCB Mexico

Lourdes Sánchez

O: +52 55 5350 7864

M: +52 55 9195 6109

Papalote Children’s Museum

Humberto Granados

+ 52 55 3556 4875