The pressures of everyday family life can strip people’s vision. It can stop families from seeing what matters, connection and security. Families are complicated. While they love and protect each other, they can also drive each other crazy.
Family safety and location tracking app, Life 360, and tracking product brand, Tile, humorously (and sometimes horrifyingly) lean into this dynamic by spotlighting worst-case scenarios of innocent situations gone horribly wrong, when a simple tool for connection and tracking could help avoid potential family drama.
With Life360 and Tile, the goal is to “family-proof” your family, giving you one less thing to discuss in therapy. By using darker humour, the campaign highlights how Life360 and Tile help solve everyday frustrations, like lost items and family miscommunication, that often cause unnecessary drama and stress.
Family-Proof Your Family’s perfectly poised humour is by agency, Alto New York and the clever directing decisions of Steve Ayson. The drama and trauma modern families that can be avoided by not misplacing things is unignorable. Tile and Life360’s ability to keep track of all of your things, from precious things like pets and wallets to keys and even coats, is threaded comfortably into the campaign’s three films. The relatability of their stories is undeniable. I bet you can see yourself in any one of these:
Mike Zeman, CMO of Life360, stated, “Life360 is all about making everyday family life better and this campaign brings that point home in unexpected, even jarring ways. By exaggerating common family miscommunications, we’re illustrating how our tools can help prevent small issues from becoming major sources of anxiety, ultimately giving parents and families one less thing to worry about. Crafting a unified creative platform for our flagship app, Life360, and our industry-leading devices, Tile, marks an important milestone in our journey to becoming the single hub for connecting individuals to the people, pets, and things that matter most.”
Hannes Ciatti, Chief Creative Officer and Founder of Alto, added, “When most clients say ’We want you to scare us,’ they don’t really mean it. But as you can see from this campaign, our Life360 clients really meant it. They have been as brave as they are smart and a real joy to work with.”
Family-Proof Your Family is the first major effort to combine the two brands, Life360 and Tile, under a cohesive creative direction. This campaign also coincides with Tile’s brand refresh and the launch of new Tile trackers, now featuring enhanced integration with Life360, including SOS capabilities. The US national brand platform marks a new era of marketing at Life360, as the brand embraces bolder, richer storytelling and creativity to highlight the unique features and family focus that set it apart from other players in the category.
The campaign launched in the US on October 21, across TV, digital, DOOH and social.
Credits:
Client: Life360
Mike Zeman: CMO
Jon Troutman: VP of Brand & Creative
Spencer Hansen: Senior Creative Director
Katy Walden: Product Marketing Director
Brittany Lamp: Director of Brand Content
Katy Walden: Product Marketing Director
JJ Bannasch: Senior Director of Growth Marketing
Shawn Stacy: Senior Manager of Growth Marketing
Liz Tynan: Director of Product Marketing
Valerie Kalmatskya & Kelly Hamiliton: Senior Creative Project Managers
Agency: Alto New York
Hannes Ciatti :Chief Creative Officer & Founder
Ed Rogers: Managing Partner
Matt Bonin: Managing Partner, Entertainment + Production
Tara Fray: Head of Strategy & Partner
Tom Naughton: Strategy Director
Darcie Burrell & Lawrence Mellili: Creative Directors
Jason Bagley: ECD
Josh Litwhiler: Executive Producer, Film
Shannon Coletti: Head of Brands
Design: Studio Herrstrom
Erik Herrström: Creative Director
Jon Marsh & Yuriy Starikov: Senior Designers
Marcell Gulyas: Motion Designer
Kara Griffin Cushman’ Operations + Production
Film Production: MJZ
Director: Steve Ayson
Producer: Adriana Cebada Mora
Director of Photography: Hoyte van Hoytema
Music: Walker
Managing Director: Sara Matarazzo
Executive Producer: Dottie Scharr
Senior Producer: Samantha Zirin
Editing: Work
Editor: Rich Orrick
Partners & Executive Producers: Erica Thompson & Chris Delarena
Assistant Editor: Joey Tuzzolino
Post-Production & VFX: Kevin
VFX Supervisor: Tim Davies
Online Producer: Dan Roberts
Grade: Company 3
Colourist – Tom Poole
Producer – Nick Krasnic
Sound Design & Mix: Dan Flosdorf
