The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Experiential & Immersive


Agency Ogilvy Mumbai / India + Wavemaker / Mumbai

Client Cadbury 5 Star


Events / Stunts / Competitions / Virtual

Annual ID


About the Work

Brief: To reverse the effect of lockdowns on sales, while building on 5-Star chocolate’s unique tagline ‘Eat 5 Star. Do Nothing’. The Idea: As the crypto-craze spread like wildfire in India, 5-Star added to the madness with a meme-coin unlike any other. It’s called Nothingcoin! While money has always been earned by working, we created the first ever digital coin that can only be mined by doing the opposite of work - nothing. All one has to do is scan the QR code on a bar of 5-Star chocolate, sit down and do nothing. A mobile microsite then measures the user’s inactivity, and rewards them with nothingcoins for every minute that they spend doing nothing. The ‘mining’ session ends the moment the user checks social media, gets up or uses their phone. But the coin is no joke - it is now accepted as a legitimate currency on India’s top shopping websites. We then built an actual physical bank in Mumbai’s banking district - a bank where one just can sit on a chair, do nothing, and mine nothingcoins. The Nothingcoin Bank parodies everything you’d expect to see in a bank, from ‘loan’ counters to ATMs. We took the madness even further by pointing a laser projection at the corporate office of India’s largest payment gateway, and urging them to start accepting our meme-coin. 48 hours later, nothingcoin was included on their app as an official mode of payment. As a result, one can now buy almost anything, anywhere, by doing nothing. Results: 4.4 million minutes spent by miners, doing nothing. Products worth $30,000 purchased using nothingcoin. 1.2 billion impressions. 29% increase in sales.

2022 Awards

Total Points: 3




Ogilvy Mumbai / India

Production Company

Retro Films

Media Distribution Company

Wavemaker / Mumbai

Art Director

Nishigandh Dhende


Nitin Menon

Group Creative Director

Karunasagar Sridharan

Account Management

Tanmay Rajpurkar
Abhijeet Nirban
Priya Thakkar

Sr. Vice President

Beenu Kurup

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