With the Cannes Lions International Festival of Creativity 2018 just about a month away, Campaign India returns with its 'Cannes Contender' series.
The premise is:
How much time really does a Cannes juror get to understand a case or piece of work s/he hasn't come across before?
Too little. It's up to us to help them get acquainted with the good work prior. We present here entries from Indian/South Asian agencies that their creators believe will be in contention for Lions at the 2018 International Festival of Creativity.
Interactive Avenues has one such entry.
Rexbot - Durex
‘Sex’ is a taboo topic in India – neither discussed openly on public platforms nor portrayed in popular media. To add to this deafening silence on sex, in December 2017, the government of India also banned all condom brands from running advertisement spots on television between 6 am to 10 pm daily.
Given the silence, access to credible information on sex-health is hard. RexBot plays a pivotal role of a reliable and fun friend answering audience queries around sex. It aims to effect real change in the present while setting the stage for a behavioural shift in outlook towards ‘sex’ in longer run.
The objective was to not only effect real change in the current situation by educating the youth about ‘safer sex’, but also create a larger behavioural shift in the Indian youth’s perception of ‘sex’.
Durex launched RexBot – a one of its kind, chat bot on sex education, accessed via a secure private chat window in Facebook Messenger.
The focus of RexBot is to address information needs of its key audience – the young women and men. The content is crisp, light, conversational yet credible, peppered with animated Gifs, meme’s and graphics, which adhered to a consistent design sensibility. The gender-specific content delivery is through two animated characters – Rex and Roxy who keep popping up through the conversation thread.
The author looks back at the Turkish Airlines film featuring Kobe Bryant and Lionel Messi and points out learnings for large number of clients and agencies in India that are today using celebrity ambassadors