The Price of Morals Campaign - Squid Game: The Challenge
Award: Wood Pencil
Wood Pencil / Digital & Social / Integrated / 2024
Award: Shortlist
Shortlist / Digital & Social / Promotional Websites
Award: Shortlist
Shortlist / Entertainment / Integrated
To create hype around Netflix’s Squid Game reality show, we brought attention to what the original and new show had in common: Players abandoning their morals for A LOT of money.
The result was an integrated campaign known as The Price of Morals. Led by an interactive site, hundreds of OOH ads, and the show’s launch film, we proved people will do immoral acts ranging from lighthearted to life changing for a little bit of money.
Because if people saw others would do things like object at their best friend’s wedding for $5,000, they’d be dying to see what contestants do for the $4.56M prize.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.