Red Light, Green Light, Black Label: We Brought Squid Game to Life in the middle of Times Square
We brought the infamous “Red Light, Green Light” scene from Squid Game to NYC right in front of the iconic TKTS red steps in Father Duffy Square to promote the new season on Netflix and brand collaboration with Johnnie Walker.
Squid Game in Times Square
Netflix x Johnnie Walker
We brought the infamous "Red Light, Green Light” scene from Squid Game to NYC right in front of the iconic TKTS red steps to promote the new season on Netflix and a brand collaboration with Johnnie Walker.
Our partners at Founders Agency came to us asking how we could take this concept to the next level. We pitched: let’s build a real sand field, just like in the show. But how do you bring several tons of sand to one of the busiest and highly regulated locations in the world? Patience, persistence, and determination.
Working with our good friends at the Times Square Alliance, we were able to architect a plan that allowed for the delivery and removal of real sand. The attention to detail made spectators feel like they were really there, in the world of the show.
And that was just the beginning. We also cast, costumed, and choreographed an army of Players and Pink Guards. Plus hidden in the crowd was a special celebrity surprise – Lil Dicky. He joined the fun and somehow even happened to win!
In the end, the activation garnered 2.2 million views across owned and partnered accounts (media outlets, influencers, and others) with an engagement rate of 3.3%, 2.6 times higher than the industry benchmark of 1.33% for entertainment and media with features on @SquidGameNetflix, @WhatIsNewYork, and @SubwayCreatures.
