SQUID GAME: THE CHALLENGE

CHALLENGE

Fans & the press were criticizing Netflix for turning Squid Game into a reality TV show - putting actual people through the harrowing games.

SHOW TRUTH

For a whopping $4.56M - one the highest prizes in TV history - real people became their worst selves to survive Squid Game’s infamous moral dilemmas.

AUDIENCE INSIGHT

No matter how good of a person you think you are, the twisted truth is that fans, contestants, and everyone else will betray their moral code for the right price.

STRATEGY

Find the average price it would take our fans to do immoral deeds – all to make them ask “What would people do for $4.56M?”

CREATIVE

We conducted a nationwide Price of Morals study and shared the results with the world in the form of man-on-the-street testimonials, social posts, and contextual OOH ads. From lighthearted taboos such as, “how much to pee in a pool,” to life-changing decisions like, “how much to object at your best friend’s wedding,” we found America’s morality came at a low, low cost.

RESULTS

  • Number one Netflix U.S. & Netflix global show 

  • Global top ten for six weeks

  • U.S. top ten for six weeks

  • OG Squid Game Netflix top ten after two years

ROLE

Strategy / Creative Brief / Creative Big Idea / Morality Survey