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The Price of Morals Campaign - Squid Game: The Challenge

Award: Wood Pencil

Wood Pencil / Digital & Social / Integrated / 2024

Award: Shortlist

Shortlist / Digital & Social / Promotional Websites

Award: Shortlist

Shortlist / Entertainment / Integrated

To create hype around Netflix’s Squid Game reality show, we brought attention to what the original and new show had in common: Players abandoning their morals for A LOT of money.

The result was an integrated campaign known as The Price of Morals. Led by an interactive site, hundreds of OOH ads, and the show’s launch film, we proved people will do immoral acts ranging from lighthearted to life changing for a little bit of money.

Because if people saw others would do things like object at their best friend’s wedding for $5,000, they’d be dying to see what contestants do for the $4.56M prize.

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