The campaign that propelled Netflix’s show to #1

Squid Game: The Challenge is a reality competition based on the Netflix show Squid Game, released in 2021 to critical acclaim and commercial success. There was just one problem… fans who loved the life-or-death stakes of the original, or its criticisms of capitalism, wanted nothing to do with it.

How do you promote a spin-off when the show’s biggest fans despise the idea of it?

Ahead of the show’s launch, we worked with BBH New York on an integrated campaign—“The Price of Morals”.

BBH found the average “price” for nearly 50 immoral acts by conducting a nationwide study. From the slightly rude—peeing in a hotel pool—to the downright unthinkable—objecting at your best friend’s wedding—it turns out everyone has a price.

These insights, combined with interviews conducted in New York, informed the content for social media and out-of-home assets, creating a buzz in the lead-up to the show’s release.

In a fast-paced sprint, we partnered with BBH over just a few weeks to design and build the Price of Morals website. Whilst it was initially intended to be an iFrame experience hosted on Netflix’s fan site Tudum, both agency teams encouraged Netflix to give fans a more engaging experience through a stand-alone interactive microsite.

The campaign site enables visitors to explore the survey data and take a quiz that places them on the spectrum of morality.

The creative direction mirrored the show’s iconic style, while layered interactions and animations brought the experience to life.

Ahead of the launch, the development team worked to integrate the unique interactive features and all feedback. Once live, each out-of-home execution featured a QR code that led the public to explore the site and engage with the experience.