afaqs!

Cannes 2007: Tribal DDB the sole India finalist in Cyber Lions

By , agencyfaqs!, Cannes | In Advertising | June 20, 2007
Tribal DDB has been selected for its AIDS awareness campaign done for MTV Asia. The campaign, 'Protected Entry', was done for World AIDS Day

Tribal DDB & #BANNER1 & # is the only agency to have been shortlisted for the Cyber Lions from among the 36 entries that came in from India.

Tribal DDB has been selected for its AIDS awareness campaign done for MTV Asia. The campaign, 'Protected Entry', was done for World AIDS Day.

The campaign was based on the insight that before entering a website, web users are cautious about the site content and computer viruses. This connected with people contracting HIV while having sexual intercourse. So, the agency decided to connect the two by replicating the idea of the sexual act on the MTV India website.

AIDS awareness, by Tribal DDB
As the cursor acts as a medium for entry into a webpage, users were asked to choose from a variety of condoms for the protection of the cursor before they could enter the webpage. The protection of the cursor on the website acted as an exemplification of the user's safety.

Tribal DDB will have to really fight to win a lion because there are 19 other finalists in this sub-category, Charities, Public Health & Safety, and Public Awareness

The same entry was a finalist at the One Show, and a winner of the People's Choice award at the Webby's.

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