Results

In a world obsessed with doing more, Cadbury 5Star has always stood for inspiring GenZ to “Do nothing.” When Squid Game Season 2 took over pop culture again, we spotted an opportunity rooted not in alignment, but in contradiction. Squid Game was about outsmarting, outplaying, and surviving. 5Star was about stepping back. We didn’t force a fit instead, we made “doing nothing” the counterintuitive win, crafting a campaign that subverted every expectation. Our goal: insert 5Star into the cultural frenzy not as a sponsor, but as a participant in the chaos on its own terms.We launched a mysterious hunt for 5Star packs with Squid Game symbols i.e. circle, square, triangle. But the twist? The ultimate winner was someone who didn’t participate at all. The irony became the insight. Through platform-native storytelling, fan theories, meme seeding, and lo-fi visuals, we let the community question, speculate, and share. Every piece of content whether a meme, reel, or comment was designed to keep the narrative alive and user-led. In a campaign driven by high-octane shows, we created noise through silence.We hijacked Squid Game chatter across Instagram, Twitter, YouTube, and Reddit with cryptic posts and cinematic influencer content. Pink-suited guards stormed cinema halls, creating AV moments that blurred reality on social media. Meme pages jumped in, influencers documented their “hunt,” and fans created their own reels and theories. YouTube Shorts and Reels exploded with user-generated content, making the audience both viewer and creator.The campaign earned over 150K organic mentions, 40M+ influencer-led impressions, 20M+ Reels/Shorts views, and 30M+ impressions on X (Twitter). 5Star didn’t just ride the Squid Game wave—it rewrote the rulebook. By doing nothing, we built the most talked-about AV-led disruption of the season.