Mumbai: Prague International Advertising Festival (PIAF) that boasts of the unique system of categories that covers all types of communication including a focus on brand creation and creative sales, has released its 2018 shortlist. WATConsult, the digital and social media agency from Dentsu Aegis Network India, is the only Indian Agency to get shortlisted (under ‘The Principle Game’ category) at the PIAF 2018 for its #PowerlessQueencampaign.
For the record, WATConsult designed, created and launched the #PowerlessQueen campaign in an attempt to spread awareness about the plight of women within the Indian society and raise donations for Project Nanhi Kali to empower education for the girl child.
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The agency created the world’s first digital chess game with a ‘Powerless Queen’. In this version, while the first player had a Powerless Queen to play with – a queen who couldn’t move, the second player’s queen was powerful. Queen being the most powerful piece on the chessboard, #PowerlessQueen was a metaphor on how real-life queens, i.e. the women in India are not allowed to explore their basic rights to education, which leads them to becoming powerless.
The campaign was hugely covered across many national and international news platforms including print and broadcast. It also created a lot of buzz on social media, thus, garnering donations worth 40,000 hours of education for girls. The challenge was accepted by many renowned personalities from the chess fraternity wherein many ace players, too, lost the game. The idea highlighted the fact that it is not easy to win in a game of chess – also a metaphor in society, clearly hinting that societies cannot win if their queens (women) are not empowered.
PIAF, with its top-class jury including client representation, judge’s entries across all categories. The high standards for the judging preclude the award’s inflation. Thus, each year, approximately only 50 awards are given out at the PIAF. This year the awards will be held on May 30 in Prague.