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Tribeca Film Festival Helps Us to See Ourselves in Others to Illustrate the

Importance of Empathy in a Divisive World

The Power of Storytelling is Emphasized in New Campaign for 2017 Tribeca Film
Festival by DDB New York

April 13, 2017 | New York, NY. In the past year, America has seen a disturbing uptick in
hurtful talk and action between groups or individuals whose beliefs, backgrounds,
lifestyleseven appearancesdiffer from one another. In response, the 2017 Tribeca
Film Festival, presented by AT&T, has teamed up with DDB New York to reinforce the
importance of empathywith a powerful metaphor that reminds us that great
storytelling allows us to see ourselves in others.

This initiative marks the first work from Tribeca Enterprises with DDB New York since
announcing their partnership in December and with Noble People, Tribecas Media
Agency of Record.

The See Yourself in Others campaign features a short film with New Yorkers from
different religious, cultural, and class backgrounds directed by Jared Knecht of m ss ng p
eces. Each person wears a five-sided mirrored cube on his or her head and ventures
into places where theyre typically viewed as the other. Onlookers who encounter them
are confronted with their own reflection on the body of the otherforcing them to literally
see themselves in others. As part of the project, actors in mirrored heads walked around
New York City, where passersby reacted in their own, unscripted way. The film will run
online and before select screenings during the 2017 Tribeca Film Festival, which takes
place April 19 30, 2017. The accompanying print and digital advertising swaps the
heads and bodies of people from very different backgrounds to make the same point.

Tribeca exists because storytelling brings people together, said Andrew Essex, Chief
Executive Officer of Tribeca Enterprises. What started as an effort to reinvigorate a
community has evolved into one of the premier entertainment festivals in the world. This
campaign allows people to experience first-hand the unifying power of not only the
Festival, but storytelling itself.

Stories put us in unfamiliar or uncomfortable situations and force us to confront other

points of view. Once were inside, the universal human truths we find there help us
find ourselveseven in faraway places and radically different cultures. More than ever,
we need these stories and we need this empathy. Because we need each other,
said Icaro Doria, Chief Creative Officer at DDB New York.
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Instagram: @tribeca
Facebook: facebook.com/Tribeca
Snapchat: TribecaFilmFest
Hashtag: #Tribeca2017

About the Tribeca Film Festival

The Tribeca Film Festival is a cultural event for the new age of storytelling that brings
together visionaries across industries and diverse audiences. It celebrates the power of
storytelling in a variety of forms from film to TV, VR to online work, and music to
gaming. As a platform for creative expression, independent filmmaking, and immersive
entertainment, Tribeca champions emerging and established voices, discovers award-
winning filmmakers and creators, curates innovative experiences, and introduces new
technology and ideas through premieres, exhibitions, talks, and live performances.

The Festival was founded by Robert De Niro, Jane Rosenthal and Craig Hatkoff in 2001
to spur the economic and cultural revitalization of lower Manhattan following the attacks
on the World Trade Center. With strong roots in independent film, the annual event has
evolved into a destination for creativity, reimagines the cinematic experience, and
explores how art can unite communities.

About the 2017 Partners

As Presenting Sponsor of the Tribeca Film Festival, AT&T is committed to supporting the
Festival and the art of filmmaking through access and innovation, while expanding
opportunities to diverse creators around the globe. As one of the largest
communications and entertainment companies, AT&T helps millions connect to their
passions no matter where they are.

The Tribeca Film Festival is pleased to announce its 2017 Signature Partners: Alfred P.
Sloan Foundation, Bai Beverages, Bloomberg Philanthropies', Borough of Manhattan
Community College (BMCC), CHANEL, EFFEN Vodka, ESPN, IWC Schaffhausen,
The Lincoln Motor Company, National CineMedia, Nespresso, New York Magazine,
Nexxus Salon Hair Care, Nutella, NYC Mayor's Office of Media and Entertainment,
Spring Studios New York, and United Airlines.

ABOUT DDB U.S.

DDB U.S., part of the Omnicom Group (NYSE), is one of the countrys leading and most
influential advertising agencies, with offices in New York, Chicago and San Francisco.
DDB has been named Agency of the Year numerous times by the industry's leading
advertising publications and has been recognized by top awards shows including Effie,
Cannes, CLIOs, The One Show, New York Festival and more. The agency's U.S. clients
include Unilever, Mars, Johnson & Johnson, ConAgra, Capital One and State Farm,
among others.

Founded in 1949, the agency is part of DDB Worldwide and consists of more than 200
offices in over 90 countries with its flagship office in New York, NY.
About Noble People
Based in New York and LA, Noble People is an independent creative media agency
specializing in communications strategy, buying and planning. Clients include
PayPal/Braintree/Venmo, Slack, Etsy, Honest Tea, Harrys, ZenDesk and Tribeca Film
Festival. For more information visit http://noblepeople.co.

Press Contact
Christie Giera
Director of Agency Communications
DDB North America
T. 212 415 2186
E. christie.giera@ddb.com