SQUIDGAME, THE PRICE OF MORAL
CLIENT: BBH USA for NETFLIX - US
PROJECT: DIGITAL STRATEGY SUPPORT
INTERACTIVE CONCEPT AD
CAMPAIGN WEBSITE
MOTION GRAPHICS AD
ROLE: DESIGN AND ART DIRECTION
To promote Squid Game: The Challenge, BBH NYC launched the 'Price of Morals' campaign, exploring how far Americans would go to compromise their ethics.
We (Your majesty team) created an immersive microsite that reflected the show's iconic style and guided users through a gamified, data-driven experience.
The campaign resonated globally, sending the show to #1 on Netflix for six consecutive weeks and earning a Webby Award for Best Use of Data-Driven Media.
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, plus interviews with people in New York informed the content for the social media and out-of-home assets to create a buzz in the lead-up to the show’s release.
Outcomes
1x
Webby Award Winner
1x
Bronze, Clio Awards 2024
14x
Nominees in One Show, 2024
Credits
Team: Your Majesty
Design support: Julie Bonnemoy