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Posts Tagged ‘Kinney Edwards’

Tribal Worldwide Creates Robotripping, Puking Robot App

Tribal Worldwide has a new campaign discouraging teen cough syrup abuse on behalf of the Consumer Healthcare Products Association and the Partnership for Drug-Free Kids.

Rather than take a typical scare-tactic approach, Tribal Worldwide instead decided to make a fun game. The game, entitled “DXM Labworks” lets players get a robot all messed up on DXM (the psychoactive ingredient, dextromethorphan, in some cough syrups) and see what the effects are like (spoiler alert: the robot pukes a lot). Billing the app as “your chance to see the effects of abusing DXM without trying it yourself,” the idea is that teens will try out the game and see an unglamorous portrayal of the effects of the drug.

“It’s not a sexy drug –- there’s loss of motor control, slurred speech and, of course, the uncontrollable puking,” Kinney Edwards, executive creative director at Tribal, explained to Mashable. “Social disapproval really matters to teens, and they can see first-hand how embarrassing and not cool this is.”

The campaign is mostly aimed at “on the fence” teens, those who are considering experimenting with the drug and perhaps researching its effects online. By presenting them with a game that simulates the effects of the drug, Tribal hopes the teens will make the judgement that DXM’s negative effects are not something they want to experience. The agency decided that teens easily dismiss PSAs but that they might be more receptive to a fun, mobile game. And what’s not fun about a robot puking?

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Tribal Worldwide Crafts 8-Bit Game for UNICEF’s World Toilet Day Campaign

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Have you thought about your toilet today? November 19th is World Toilet Day, and Tribal Worldwide chose today to a launch a new campaign for UNICEF called “Access Denied,” which seeks to draw attention to the lack of clean toilets worldwide. While you probably take your home or office bathroom for granted, 36% of the world’s population lives without access to a clean toilet and around one billion people worldwide must defecate out in the open.

To draw attention to this overlooked problem, Tribal Worldwide created a series of posters (examples above and below), a website, and, our favorite message-spreading tool, an 8-bit game. That’s right, to illustrate to an audience who has no idea what it’s like to find a clean, safe place to relieve themselves, Tribal Worldwide created an 8-bit game called Toilet Trek. The game in no way makes light of the issue, as during the course of the game, players are bombarded with obstacles paralleling those of individuals without ready access to a clean toilet. Players are also periodically given facts and information about the problem while advancing to new obstacles within the game. It’s a clever touch, as people who may otherwise gloss over the posters or website can be drawn in with a fun little game that is also educational.

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The game is difficult enough to take a few minutes, during which time players can learn how toilet access is linked to issues of sanitation, disease, privacy, and increased risk of sexual assault. Toilet Trek is also available on the iPhone 4 and iPhone 5s, with an Android version coming soon. If you have a few minutes, give it a shot, it’s pretty fun and you may just learn something about the plights of those for whom a clean toilet is often just out of reach. And the next time you sit down on your porcelain throne, be grateful. Credits after the jump.  Read more

Ferguson Assumes ECD Post at Tribal NY (Updated)

As promised during the time Rob Rasmussen split, Tribal DDB New York has found its second executive creative director in Chris Ferguson, who will co-manage said department in the agency’s Big Apple branch alongside fellow ECD Kinney Edwards (the lads are pictured above). Ferguson joins Tribal NY after spending four years at R/GA, where he led creative on Nike Running, Walmart and the Google Wallet launch. Ferguson kickstarted his ad career at Y&R, where he spent six years as a copywriter. During his career, Ferguson also had a lengthy stint as a creative director at TBWA\Chiat\Day and \Tequila.

Update: Ferguson officially assumes his ECD post today. Here’s a statement from Richard Guest, Tribal DDB’s president of U.S. operations: “Chris is one of the most creative, thoughtful and intelligent people that I have ever met.  I am confident that he will fit seamlessly into the Tribal DDB New York team. I have no doubt that Kinney and Chris will form a powerful team and that their collective leadership will help to evolve the agency’s business and product offering while realizing its mission of Bringing Humanity to the Digital Age.”

Rasmussen, Tribal DDB Part Ways

The Rob Rasmussen era at Tribal DDB  is now over as the agency’s chief creative officer has called it quits and is heading back to the West Coast. Rasmussen joined Tribal as its first CCO at the beginning of 2010 following senior-level creative gigs in New York at both BBH and R/GA. As a result of his departure, Rasmussen’s will be filled by two executive creative directors as the statement below from Tribal DDB attests. Read on:

“Rob Rasmussen has decided to leave his position as Chief Creative Officer of Tribal DDB US to move back to the West Coast with his family, and we wish him all the best in his next endeavor. While we are sad to see Rob leave, we are also excited to announce that we have elevated Kinney Edwards to the role of Executive Creative Director in New York. For the better part of six years, Kinney has led or directly contributed to some of the office’s best work, and we are thrilled he will continue to contribute to the culture and creative product of Tribal DDB. Additionally, a second Executive Creative Director will be announced in the near future.”

Kinney Edwards has been with Tribal DDB for five years and most recently served as group creative director at the agency.