LET THE PAINBEGINENJOY THE PAIN FILM, OOH, SOCIAL, PARTNERSHIP, INFLUENCER
Squid Game. F**king seriously hot chips. A match made in snacking heaven.
Doritos wanted a cultural icon to help launch their new limited edition packs, where one in four chips are Extra Flamin' Hot.
Partnering with Netflix ahead of the release of Squid Game season three, our campaign blended the product and the world of the show across social, TV and out of home with an all-Korean cast and some seriously sweaty performances.
We also doubled down and took our game to the real world, recruiting influencers to take part in a deadly game of pass the pack.
Keep a glass of milk handy for this one, and remember to enjoy the pain if you can.
Directed by Josh Cohen
Influencer by DEPT®
Watch influencers suffer.
To support the campaign, we recruited influencers Max Fosh, Jack Taylor, Shelene, and Kait Park to take on a real-world version of the game. Each teased their involvement through content on their own channels, hinting at a mysterious character who had recruited them - all building anticipation around the chance to watch your favourite influencers suffer.
