Tribal DDB wins Webby People’s Voice Award for MTV ‘Protected Entry’

‘Protected Entry’ was run on the MTV India website (www. mtvindia.com) on World AIDS Day, December 1, 2006, and was ideated by Karl Gomes, national creative director, Tribal DDB India

Tribal DDB’s work on MTV India, titled ‘Protected Entry’, which was nominated for the 11th Annual Webby Awards, has won the Webby People’s Voice Award in the Interactive Advertising category.

‘Protected Entry’ was run on the MTV India website (www. mtvindia.com) on World AIDS Day, December 1, 2006, and was ideated by Karl Gomes, national creative director, Tribal DDB India.

Tribal DDB wins Webby People’s Voice Award for MTV ‘Protected Entry’

Karl Gomes

Gomes says, “The basic idea sprung from the insight that before entering a website, web users are cautious about the site content and computer viruses. This connected very well with people contracting HIV while having sexual intercourse. So we connected the two by replicating the idea of the sexual act on the MTV India website. As the cursor acts as a medium for granting entry into a webpage, we asked users 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.”

‘Protected Entry’ page

This promo was targeted at youth aged between 15-25 years and generated 50,000 hits on the website on that day.

For the Webby People’s Voice Awards, over 4,00,000 votes were cast by people around the world for their favourite sites, videos, and ads. Overall, the Webby Awards received 8,000 entries from 60 countries in categories including Websites, Online Film and Video, Interactive Advertising and Mobile Content.

The Webby Awards represent high quality work in online creativity and innovation. The winners of The 11th Annual Webby Awards will be honoured at two ceremonies: the Webby Film and Video Awards on June 4 and the 11th Annual Webby Awards on June 5, 2007.

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