By its final season, Squid Game had reshaped popular culture, fuelled a global fascination with Korean entertainment and built one of the most passionate fandoms in the world.
So how do you give it an appropriate farewell?
Solution:
Transform the countdown to the finale into an immersive cultural event where fans don’t just watch the game unfold… they step into it.
Creative Media
A series of high-impact media placements counted down to launch, building anticipation one day at a time.
We turned media into a watchful presence.
Through bespoke motion creative, Young-Hee and Chul-Su appeared to follow pedestrians with their gaze, making audiences feel as though they had stepped directly into the game.
And when the show finally launched, we reminded Australia that this was the end.
Results:
➊ #1 in all 93 countries
➋ Squid Game 3 drew 60 million views within three days of release, becoming Netflix's most watched series ever within that timeframe.
➌ 8.34B Owned Global Social Impressions
➍ Countless Earned Headlines and Broadcast News coverage
➎ Innumerable Fan made social content
