The installation introduces a way for kids to play with each other regardless of national boundaries

The Southwest by Southwest conference in Austin, TX covers everything from film to music to all forms of media every year. This year, they’ve attempted to present through advanced technology something more beneficial to the future of our youth: hope. Ad agency FCB used the conference to introduce a new interactive game that allowed children from Austin to play tug of war with kids in Mexico City. They are calling this version of the game Tug of Hope.

The children play this game through a big blue machine, one placed in each of the two locations, that is able to measure the force of the children pulling. With an actual piece of rope that force is signaled to each machine in real time, making them feel as if they are playing in the same space. The machine also contains a screen so kids can see who they are playing with, giving them a completely interactive experience.

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FCB developed the project with Papalote Children’s Museum in Mexico City to promote a message of teamwork, unity, and equality. “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,” said Humberto Polar, creative director at FCB Mexico. Tug of Hope allows children of all ages, backgrounds, and cultures to connect with the intention of creating a future with fewer barriers between us.

Tug of Hope

The Southwest by Southwest conference in Austin, TX covers everything from film to music to all forms of media every year. This year, they’ve attempted to present through advanced technology something more beneficial to the future of our youth: hope. Ad agency FCB used the conference to introduce a new interactive game that allowed children from Austin to play tug of war with kids in Mexico City. They are calling this version of the game Tug of Hope.

The children play this game through a big blue machine, one placed in each of the two locations, that is able to measure the force of the children pulling. With an actual piece of rope that force is signaled to each machine in real time, making them feel as if they are playing in the same space. The machine also contains a screen so kids can see who they are playing with, giving them a completely interactive experience.