CONTEXT:
In 2021, Squid Game became a global phenomenon, captivating audiences with its deadly children’s games and sharp social commentary. As the world watched in awe, the show became a cultural mirror of desperation, survival, and moral choice. Three years later, with the release of Season 2 coinciding with the bustling holiday period, Netflix Romania faced a challenge: how to reignite the same passion and make Squid Game once again the entertainment event of the year.
Our campaign brought the Squid Game experience to life inside the world of Counter-Strike 2, Romania’s most popular shooter game. While CS2 celebrates teamwork and loyalty, Squid Game thrives on betrayal and self-preservation — two worlds colliding in a live, high-stakes activation. During a special Netflix stream hosted by top gaming influencers posing as Game Masters and Pink Guards, teams of trusted players were offered tempting rewards to betray their teammates for valuable in-game prizes.
This morality test blurred fiction and reality, asking gamers: What would you do if you were in Squid Game? The result was explosive — trending worldwide, achieving over 1.3 million organic views, and redefining how digital audiences experienced the thrill, tension, and moral chaos of Squid Game Season 2.
