Adriana de Los Palos
Advertising Manager at Papalote Museo Del Nino
TitleThe Wall Breaker Rope
Agency
Campaign Tug of Hope
Advertiser Papalote Museo Del Nino
Brand Papalote Museo Del Nino
Date of First Broadcast/Publication 2017 / 1
Business Sector Museums & Monuments
Tagline Touch. Play and Learn
Tagline (original language) toco, juego y aprendo
Philosophy 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 The Wall Breaker Rope; a game which allows to join children from the most distant parts of the city.
Problem 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.
Result 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. 
Media Type Case Study
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