Tribal Worldwide and UNICEF Raise Awareness for World Toilet Day with a New Campaign Titled “Access Denied”

November 19th, 2013

On World Toilet Day, Tribal Worldwide will launch a campaign for UNICEF with the goal of informing a new audience about the lack of access to toilets worldwide. Called “Access Denied,” the campaign will urge changes in both behavior and policy on issues ranging from enhancing water management to ending open-air defecation. The campaign includes a series of posters, a dedicated website (, and a game available on desktop and mobile that dramatizes the dire situations faced by those who are forced to defecate in the open.

Globally, two and a half billion people do not use improved sanitation facilities and 15 percent of the global population – equivalent to one billion people – still defecate in the open. An astonishing 1,600 children die per day of diarrhea, which is largely preventable through improved sanitation and good hygiene.

To showcase the day-to-day struggle that people living without access to a safe, clean toilet experience, Tribal Worldwide’s New York office developed a series of visually unique and dramatic posters for “Access Denied” which will be translated and displayed across the world. Each poster highlights a different consequence stemming from a lack of safe, clean toilets via illustration. These risks include the indignity of open defecation, the risk of rape for women, and disease such as diarrhea that could ultimately lead to death. The messaging and visuals of the posters were also designed to serve as social media status updates and spark conversation with the hashtag #Toilets4All.

Another element of “Access Denied” is “Toilet Trek,” a retro, 8-bit style desktop game whose graphics and animation recall video games of the 1980s. “Toilet Trek” is also available on mobile devices (iPhone 4 and 5s only; Android coming soon). Throughout the game, players try to overcome hazards that represent the health, safety and dignity concerns people face every day when trying to find a place to relieve themselves.

Richard Guest, US President of Tribal Worldwide, commented, “Most people in the developed world don’t realize the importance of this issue and take access to a toilet for granted. UNICEF and World Toilet Day are setting out to change that. The ‘Access Denied’ campaign helps bring awareness to UNICEF’s valiant efforts to improve global sanitation, and does it in a creative way that feels new coming from UNICEF. It is also a great example of Tribal’s digitally-centric approach to creating campaigns and programs for its clients.”

To learn more about World Toilet Day or play “Toilet Trek,” visit

Toys Shouldn’t Play For You

July 25th, 2013

In an era where so many digital and electronic toys task kids with a touch of a screen or hit of a button, Kol Kid, a Toronto-based children’s store is launching a new communications campaign that celebrates the value of simple play.

“After shopping at Kol Kid a few times I noticed they didn’t carry a single electronic toy,” says Sanya Grujicic, senior copywriter, Tribal Worldwide – Toronto. “After chatting with Lisa, the owner, our team soon realized there was a philosophy to her store that was much bigger than just toys. Technology is fundamentally changing the way children play.”

Developed by Tribal Worldwide – Toronto, the campaign launches with three 30-second web videos, directed by Tom Feiler of Code Film, that cleverly communicate how tech toys can’t always fulfil the tactile joy of simple toys.

“I’ve always been particularly tuned into childhood development,” says Kol Kid owner Lisa Miyasaki. “I’ve never been interested in toys that do the playing for you. We’ve always carried toys that are tactile and open-ended. Toys that foster a child’s imagination and allow them to create their own play scenarios.”

Putting the spotlight back on simple play activities that many parents grew up with, Kol Kid and Tribal have also launched Play Engine.  A web app that generates endless, simple play ideas like finding shapes in the clouds, Simon Says or how to make a homemade printing press, for example. The playful app harnesses the utility of technology to help parents discover hours of imaginative, play ideas. Ultimately, helping kids and parents put down their devices.

In addition to the videos and the Play Engine, Tribal Worldwide – Toronto also refreshed the design of Kol Kid’s website adding new content and in-store photography by Tom Feiler, that helps bring the store’s philosophy to the forefront. Print advertising and in-store signage are being developed as well, to further round out the campaign and drive traffic to the store.

Agency to Lead Effort against Teen Drug Abuse of Over-the-Counter Cough Medicine

December 14th, 2011

Tribal DDB San Francisco Tapped for New Initiative with The Partnership at and the Consumer Healthcare Products Association

Tribal DDB Worldwide announced today that the Consumer Healthcare Products Association (CHPA), which represents the leading makers of over-the-counter (OTC) medicines, and The Partnership at, a nonprofit organization that helps parents prevent, intervene and find treatment for drug and alcohol abuse by their children, has named Tribal DDB San Francisco as the agency for a new initiative in their ongoing campaign to curb the abuse of over-the-counter cough medicine by U.S teens.

Using OTC cough medicine to get high is a relatively infrequent, yet persistent, behavior among teens. Approximately 5% of teens 12–17 self-report having abused OTC cough medicine to get high in the past year. The ingredient the teens are abusing in OTC cough medicines is dextromethorphan, also known as DXM, which, when taken in very large doses, can cause nausea, vomiting and blackouts. When used according to label directions, DXM is a safe and effective ingredient approved by the U.S. Food and Drug Administration.

Tribal DDB Canada Serves Up Digital Marketing Expertise To McDonald’s Canada

November 22nd, 2011

Agency named digital agency of record in Canada


Tribal DDB Canada, the integrated digital and social marketing group of DDB Canada, announced it has been appointed digital agency of record (AOR) for McDonald’s Canada.  The agency now provides strategy, creative ideas, design and implementation to support McDonald’s drive to further enhance their customer experience through engaging digital experiences and interactions across web, mobile, social platforms and emerging technologies.

“McDonald’s is one of the best-known and most well-respected brands in the world,” said Andrew McCartney, managing director, Tribal DDB Canada.  “Being named McDonald’s digital AOR in Canada is a great honor and the beginning of a fruitful partnership.  Our vision is for McDonald’s to become an innovative leader in the digital space, building their brand and telling their quality food story in an engaging way.”


Tribal DDB is AOR for WWF Carbon Footprint Campaign

March 15th, 2011

WWF Philippines recently formalized its agreement with Tribal DDB as Agency of Record (AOR) for the Carbon Footprint Campaign following a three-way pitch against McCann and Dentsu.

Tribal DDB, part of the DDB group of companies, will handle the digital business and above-the-line services. “This is an important win for the team. Not only does this win provide creative opportunities, but we have the opportunity to influence people to do more for the environment [as well],” said managing director John Lucas.


Reebok Teams With Tribal DDB NY

January 10th, 2011

Reebok Taps Tribal DDB New York as Digital Agency of Record

Tribal DDB Worldwide announced today that Reebok has named the Tribal DDB New York office as its digital agency of record (DAOR) on a global basis.  This move represents a further expansion of the relationship between DDB Worldwide Communications Group and Reebok.  Tribal DDB’s sister agency, DDB Berlin, serves as Reebok’s global agency of record.


Mudra West and Tribal DDB India Win Emirates account

December 10th, 2010

Following a multi-agency pitch, Mudra West, a strategic business unit of Mudra India and Tribal DDB India, a SBU of DDB Mudra have been awarded the creative and digital duties respectively, for Emirates. The account will be handled out of the Mumbai offices for both Tribal DDB India and Mudra West.

Since Emirates is the official partner of the 2011 ICC Cricket World Cup the agency will work closely with the brand team in order to develop a communication package around this mega event. The sponsorship entitles Emirates to tickets and hospitality during the matches along with branding opportunities at the venue.


Marriage Central renew marriage vows with Tribal DDB in Singapore

November 29th, 2010

Marriage Central, the one-stop marriage resource centre under the National Family Council (NFC) has reappointed Tribal DDB in Singapore as its agency of record to develop its branding and digital strategy. The business, which was awarded to the digital agency through a pitch process, extends the two-year old partnership between the two through to 2012.

“Like the foundation of all strong marriages, we have been a trusted partner for Marriage Central, and at the same time been able to deliver fresh ways of reaching out to Singaporeans. Leveraging on our understanding of new and social media and the increased level of digital engagement among users, we have helped Marriage Central establish communication platforms with Singaporeans on a range of issues related to Marriage Preparation Programmes and Marriage Enrichment Programmes,” said Jeff Cheong, Head of Tribal and Executive Creative Director.


TELETOON Canada taps into Tribal DDB Canada for social media expertise

July 28th, 2010

Toronto office named digital & social media marketing AOR

TELETOON Canada Inc. has named Tribal DDB Canada’s Toronto office as its digital and social media agency of record (AOR).

Starting immediately, Tribal DDB Toronto will build a social media strategy with an integrated approach to extend consumer awareness and engagement of TELETOON’s three key brands – TELETOON, TELETOON at Night and TELETOON Retro – through digital and social media vehicles. New campaign work is expected to launch later this fall.


Expanding our Relationship with Volkswagen

July 23rd, 2010

Tribal DDB Latina, DDB Latina’s digital-centric arm headquartered in Miami, announced today that it has won Volkswagen Latinoamerica’s digital regional account.

As Volkswagen’s Digital Marketing Agency for Latin America, Tribal DDB Latina will lead the creative development and management of the brand’s digital platforms in 26 countries. Tribal DDB Latina won the business in a competitive pitch.

“Volkswagen is looking to strengthen its digital leadership position within the automotive industry by adopting an aggressive interactive marketing strategy at a global level,” said Giselle Fiumara, Miami-based International Marketing Communications Manager at Volkswagen AG. “We have chosen Tribal DDB Latina because we know that it is the perfect partner to help us reach that goal in Latin America, and that the joint effort will contribute to Volkswagen’s success in the region.”