INSIGHT

Squid Game is a Netflix K-Thriller that bills zero stars, without their own solid fan based to hype the title up.

IDEA

In the Philippines, 54% of road accidents are caused by jaywalkers. To introduce the show, we brought to life one of its most iconic and deadliest characters, the Young-Hee killer doll. 

This 10-ft. animatronic doll was placed in front of a mall, facing one of the district’s busiest pedestrian walks. If a pedestrian crosses while the light is red, the doll’s eyes will light up, and her head will spin to face the jaywalker. It served as a reminder that disobeying traffic rules can be as deadly as playing Squid Game.

RESULTS

500M

UGC VIEWS

USD 290M

EARNED FREE MEDIA VS.
USD O PAID MEDIA

200

INTERNATIONAL PUBICATIONS
COVERED IT

22%

INCREASE IN MALL FOOT TRAFFIC

8

COUNTRIES COPIED THE EXECUTION

15

DAYS AS THE #1 SHOW ON NETLIX