Get ready to attach yourself the plight of a panda. Deutsch and Aussie director, Mark Molloy, have put almost every emotion trigger possible into their film for blue-tooth tracking system, Tile.
Lost Panda will twist and pull your heartstrings for nearly two minutes, as beloved panda, Ernie, searches tirelessly (and apparently, everywhere) for his little girl. And you will just manage to hold your tears back until the end, when the Panda’s tile chip leads to a reunion. Yes, it is reminiscent of John Lewis’ Monty the Penguin, but there can never be too many toy tear jerkers in the world. Every parent is going to feel the tug of these stories from experience.
The beautiful heart-wrencher, which is told from Ernie’s perspective, is underscored by an equally emotive song, Girl in My Dreams, composed and performed by Stephan Altman. And the story owes its drama to a real-life Tile event.
Tile is an app for iOS or Android, that helps users find items that have a Tile dongle attached to them. This has a range of about 60 metres, so if the lost item is far away, users can receive location information from the phones of other Tile users. When these users approach your missing item, their own app generates an anonymous update that you can follow.
This feature is underlined by the campaign tagline, Together we find.
The spot is running on air in the US and online in 60 second, 30 second, and 15 second formats. The full-length film is running on Tile.com and the company’s social platforms.
There are also explainer videos:
The film is supported by lost panda posters, which have been put up in new York and San Francisco, and an upcoming children’s book in which Ernie stars, and was inspired by real customer experiences, and social influencer outreach.
Credits
Agency: Deutsch
Chief Creative Officer, North America: Pete Favat
Executive Creative Director: Guto Araki
Creative Director & Copywriter: Eric Manchester
Creative Director & Art Director: Neal Desai
Copywriter: Jeb Quaid
Production: Vic Palumbo, Dan Kaplan &Mariana Perin
Music: Eryk Rich, Chase Butters &Dez Davis
Account Management: Matt Matzen, Christi Johnson, Mark Thompson & Jessica Ferri
Strategy Director: Kelsey Hodgkin
Production Company: Smuggler
Director: Mark Molloy
Co-founders: Patrick Milling Smith & Brian Carmody
Executive Producer: Shannon Jones
Line Producer: Gustav Geldenhuys
Editing: Work Editorial
Editor: Stewart Reeves
Assistant Editors: Keith Hamm & Josh Sasson
Executive Producer: Marlo Baird
Producer: Brian Scharwath
Grade: Tom Poole @ CO3
Post production: Alt.vfx
Founder & VFX Supervisor: Colin Renshaw
Executive Producer: Chris Fieldhouse
Producer: Jess Calvert
Panda Build: Legacy Effects
Graphics: Lobo
Creative director: Mateus de Paula Santos
Executive Producer: Luis Ribeiro
Producer: Gabriela Leal
Design & Animation: Leandro Beltran & Bruno Ronzani
Music company: Mophonics
Track: Girl in My Dreams
Performed, composed and courtesy of: Stephan Altman
Audio Post Company: Mark Meyuhas @ Lime Studios
Client: Tile
Chief Marketing Officer: Simon Fleming-Wood
Senior Director, Brand and Product Marketing: Bryan Rodrigues
Director of Brand Marketing: Andrew Lum
Senior Brand Marketing Manager: Veronica Tong
