| Başlık | Tug of Hope |
| Haftanın | FCB Mexico City |
| Kampanya | Tug of Hope |
| Reklamcı | Papalote Museo Del Nino |
| Marka | Papalote Museo Del Nino |
| İlk Yayınlanma Tarihi | 2017 / 1 |
| Sektör | Museums & Monuments |
| Slogan | Touch. Play and Learn |
| Slogan (ana dil) | toco, juego y aprendo |
| felsefe | 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. |
| Sorun | 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. |
| Sonuç | 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. |
| Medya Türü | Case Study |
| Süre | |
| Creative Vice President | Humberto Polar |
| Yaratıcı Yönetmen | Ana Noriega |
| Yaratıcı Yönetmen | David Medina |
| Yaratıcı Yönetmen | Jairo Guerrero |
| Yaratıcı Yönetmen | Agustín Padilla |
| Reklam Yazarı | Pedro Garcia |
| Müşteri Direktörü | Emelia Cruz |
| Yaratıcı Yönetmen | Edgar Rodrigue |
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