ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

2019 ADC Awards - Interactive

#PowerlessQueen

Agency WATConsult / Mumbai

Client Project Nanhi Kali

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Category

Games / Web / Social Media - Single

Annual ID

ADC_INT19026B

About the Work

Chess originated in India in the 6th Century and as we know ‘Queen’ plays a vital role in the game of chess, but till date, unfortunately in the Indian society the ‘Queens’ are the least powerful. They are not allowed their basic right to education which leads to them being powerless. We launched world's first online Chess game, in which one player had to play with a Powerless Queen, i.e. a queen who couldn’t move while the other player would have a powerful queen. Queen being the most powerful piece on the chessboard, #PowerlessQueen was a metaphor for how real-life queens i.e. women in India are treated and rendered powerless. The campaign was launched by India’s #2 ranked chess player, Tania Sachdev on social media via a video where she challenged people to take up the #PowerlessQueen challenge and try to win the game.

2019 Awards

Total Points: 10

Bronze Cube

Credits

Digital Agency

WATConsult / Mumbai
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