Advertising
Film

Nothing University
Brand: Cadbury 5 Star
Client: Mondelez
Entrant: Ogilvy India

The First List

Entry Title:	Nothing University
Brand:	Cadbury 5 Star
Client:	Mondelez
Entrant Company:	Ogilvy India
Description:	Background: Cadbury 5-Star’s "Eat 5-Star. Do Nothing." campaign is well-known for its counter-intuitive take on the world. Idea: With AI constantly in the news for disrupting the job market, we joined in by talking about the bright side - that the only job that humans will need to be good at in the future, is doing nothing, as that's the only job that AI will leave for us. So we created the first truly 'future-ready' university with a diploma in "doing nothing" - interactive video lectures that teach students how to get away with doing practically nothing while AIs do all the real work for them, an online program, a sprawling physical campus, a research lab, guest lectures, and diploma certificates for those who complete the course. Within no time, the story broke the internet and became the most widely-shared ad in the country. Results: 3.5 billion impressions. 260 million organic views. 4 million users. 300,000 graduates.
Company Credits:	Ogilvy
Company Credits:	Wavemaker
Company Credits:	Hogarth
Individual Credits:	Team Ogilvy
Individual Credits:	Team Wavemaker
Individual Credits:	Nitin Menon, Director (Main TVC)
Individual Credits:	Harsh Matondkar, Director (Digital Courses)
Individual Credits:	Hogarth, Production House