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Three years after Squid Game became a global phenomenon, we weren't interested in a comeback. We wanted a takeover.

The Local Challenge

Leverage the Pink Guards and the world of Squid Game to infiltrate Aussie summer so that the nation understands that there is no stopping the game.

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Execution

➊ A flotilla of over 300 Pink Guards take over Sydney Harbour, escorting their beloved Young-Hee to her new home by sea.

➋ A deathly game of Red Light Green Light ensues in Bondi Icebergs pool, with Aussie legend Steve Bradbury crowned the victorious ‘last man standing’ once again.

➌ A swarm of 200 Pink Guards descend on St Kilda for a Beach Day - much to Melbournians dismay.

➍ Shoppers at Australia’s busiest shopping centres were alarmed by Squid Game Christmas carollers’ live performances of the shows eerie tracks. 

➎ Killer Aussie Squid Game content rolled out across Owned, Influencer, Video, Audio, Editorial and OOH (including Market First placements) to overwhelming fan excitement.

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Results:

► Squid Game 2 generated the most views in its first week of any Netflix series ever.

► Squid Game 2 is the first Netflix series to rank #1 in all 93 countries by Day 2. 

► 14.37B owned social impressions

► 97.2B Total views for Squid Game related posts on TikTok

Next

Wednesday 2