Tile Lost Panda found in city

Tile, the Bluetooth-enabled tracking system, is running “Lost Panda”, an integrated advertising campaign featuring Ernie, a soft toy separated from his owner, Lucy. The stuffed panda finds his way back home with the help and kindness of strangers, a reference to the network of Tile users and the tag line, “Together we find”. The story is inspired by an actual Tile customer, a young girl who lost her stuffed animal in a busy city, only to be reunited later with the help of the Tile community. The campaign includes 60 second, 30 second and 15 second formats on TV, and a full-length short film online. Lucy explains the way Tile works in an online video. The campaign was launched with social media featuring lost panda posters in San Francisco and New York: “Lost panda. Black and white. 15” tall. Wearing a sweater vest. His name is Ernie, but he doesn’t answer to it. Has a Tile in his pocket. Have you seen him?”. Tile will release a book featuring Ernie the lost panda, inspired by customers’ seek-and-find tales.

Tile Lost Panda

Tile Lost Panda poster
Tile Lost Panda poster

Tile Lost Panda Credits

The Lost Panda campaign was developed at Deutsch by 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, director of integrated production Vic Palumbo, executive integrated producer Dan Kaplan, integrated producer Mariana Perin, music director Eryk Rich, music producer Chase Butters, music coordinator Dez Davis, group account director Matt Matzen, account directors Christi Johnson and Mark Thompson, account executive Jessica Ferri, group strategy director Kelsey Hodgkin working with 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.

Filming was shot in Bucharest, Romania, by director Mark Molloy via Smuggler with director of photography Chayse Irvin, co-founders Patrick Milling Smith and Brian Carmody, executive producer Shannon Jones and line producer Gustav Geldenhuys.

Editor was Stewart Reeves at Work Editorial with assistant editors Keith Hamm and Josh Hasson, executive producer Marlo Baird and producer Brian Scharwath.

Colour was produced at Company 3 by senior colourist Tom Poole and producer Alexandra Lubrano.

CG and VFX were produced at Alt.vfx by VFX supervisor Colin Renshaw, executive producer Chris Fieldhouse, producer Jess Calvert, head of 2D Matthew Chance, and animation lead Chris Rentoul.

The panda model was built at Legacy Effects by producer Alan Scott.

Graphics were designed at Lobo by creative director Mateus de Paula Santos, executive producer Luis Ribeiro, producer Gabriela Leal, designers/animators Leandro Beltran and Bruno Ronzani.

Sound was produced at Lime Studios by executive producer Susie Boyajan, producer Kayla Phungglan, sound engineer Mark Meyuhas, and assistant mixer Peter Lapinski.

Music, “Girl in My Dreams”, was produced at Mophonics, composed, arranged and performed by Stephan Altman.