ITAEWON SQUID GAME WORLD

Short List
TitleITAEWON SQUID GAME WORLD
BrandNETFLIX SERVICES KOREA
Product / ServiceSQUID GAME
CategoryD03. Special Build
EntrantNETFLIX Seoul, SOUTH KOREA
Idea Creation DAEHONG COMMUNICATIONS Seoul, SOUTH KOREA
Idea Creation 2 NETFLIX Seoul, SOUTH KOREA
Media Placement M-HUB Seoul, SOUTH KOREA
Production M-HUB Seoul, SOUTH KOREA
Production 2 AFEW MARKETING SERVICE Seoul, SOUTH KOREA
Production 3 D.COLLISION Daegu, SOUTH KOREA

Credits

Name Company Position
Euijoong Kim Daehong Communications Planning
Hyuncheol Lee Daehong Communications Planning
Seoeun Kim Daehong Communications Planning
Hansol Cho Daehong Communications Planning
Bohyun Moon Daehong Communications Planning
Bonwook Ku Daehong Communications BTL Planning
Jungsoo Nam Daehong Communications Promotion Planning
Namsik Kim Daehong Communications Promotion Planning
Hyejin Park Daehong Communications Promotion Planning
Jeongho Hwang Daehong Communications Creative
Sungjun Lee Daehong Communications Creative
Minkwan Choi Daehong Communications Creative
Hayoung Seo Daehong Communications Creative
Jihwan Na Daehong Communications Creative
Dasol Choi Daehong Communications Creative
Chanwoo Kim M-Hub Promotion Planning
Junsu Shin M-Hub Promotion Planning
Mihoo Kim Netflix Marketing
Jihyang Yoon Netflix Marketing
Yilin Lin Netflix Creative
Hyeongmin Lee Afew Marketing Service Production
Hyuntae Roh D.Collision Production

Cultural / Context information for the jury

A Netflix Korea original series <Squid Game> is set in childhood game Koreans enjoyed, became a brutal survival game with a huge prize of 45.6 billion won. And until now, it has been somewhat unfamiliar in South Korea to use the subway station space as marketing. In other words, using this space can provide unusual and overwhelming experiences in people's repeated daily lives. In the summer of 2021, we wanted to create an overwhelming experience as much as the huge prize money's large scale.

Write a short summary of the ambient work.

In order to provide people with extraordinary experiences, we executed connecting the items from start to end. 1) Station Entrance Piggy bank with huge prize money in the Squid Game, agents guarding it. Ad balloons with bundles of huge fake money, and holograms were used to provide unusual experiences. 2) Station Stairs A unique pink space reminiscent of the stairs people climb before start in the Squid Game. It's amazing experience, but it makes people a little nervous. 3) Station Internal In a very overwhelming subway station space, scary agents somehow protected childhood games. People can experience the Squid Game's contents, actually receive special goods through simple game participation.