WATConsult’s Powerless Queen campaign created for the occasion of Women’s Day is the digital agency’s entry to the Cannes Lions International Festival of Creativity in 2018.
Based on the insight that the ‘Queen’ plays a vital role in the game of Chess, WATConsult team built a chess module where the Queen is powerless. Those who played the game quickly realised how frustrating the game could turn out to be if the Queen has no agency and is forced to sit tight on her square.
The campaign was launched by India’s #2 ranked chess player, Tania Sachdev on social media via a video where she asked people to take up the #PowerlessQueen challenge and try to win. People who played the game had the option of donating to the cause of Nanhi Kali for the education of the girl child. Grandmaster Vishwanathan Anand also played the game, and unsurprisingly, lost the match.
Commenting on the choice of nomination to Cannes, Rajiv Dingra, Founder & CEO WATConsult, said, “This campaign was an effort to highlight the most neglected issue and has managed to hit many chords and gain momentum, explaining the cause and thought in a very different and innovative way.”