Kyoorius Advertising Awards
Topical Advertising

Do Nothing Heroes - Cadbury 5 Star
Client: Mondelez India
Entrant: Ogilvy India

Baby Blue Elephant

Entry Title:	Do Nothing Heroes
Brand:	Cadbury 5 Star
Client:	Mondelez India
Description:	During the lockdown in 2020, most brands had to go silent because of production challenges. The few brands that advertised made powerful emotional films about the challenging times, often saluting the courage of doctors, medical professionals and security staff. Within weeks, almost every other ad on the internet followed the same tone, same message and even the same kind of rousing music. Every brand seemed to be saluting covid-19 heroes. 5Star has always championed "doing nothing", and even something as harsh as the pandemic wasn't going to make the brand change its tune. So we celebrated heroes too, but heroes of a different kind. Heroes who managed to do nothing during the pandemic. We launched with a film that celebrated the heroes who managed to do nothing at all during that period. We followed it up by asking people to nominate roommates and family members who cleverly avoided washing dishes, or doing the laundry at the peak of the lockdown. We celebrated all kinds of heroes who managed to do nothing. The film was a parody of almost every ad film released at that time and as a result, the brand gained a lot of attention, buzz and brand love.
Company Credits:	Ogilvy India
Individual Credits:	Ubik Films