MANILA, PHILIPPINES – GIGIL and Netflix Philippines took over Robinsons Galleria, a popular mall in Manila, by transforming its two networks of escalators into a trippy, real-life replica of the stair maze from “Squid Game 2.”
Leveraging the mall’s iconic escalator layout, Netflix dressed them up to promote the highly anticipated sequel.
The escalators were redesigned to mirror the “Squid Game” stair maze. As a nod to the series’ unforgettable staircase scene, live Pink Soldiers marched from end to end, riding the escalators just as they ascended and descended the stairs in the show.
The campaign propelled “Squid Game 2” at the number one spot on Netflix Philippines for five straight weeks.
When “Squid Game” premiered in 2022, GIGIL and Netflix made waves by installing the iconic 10-foot Squid Game doll at the same mall to monitor jaywalkers crossing the nearby street. The activation gained international attention, inspired global replications, and helped made “Squid Game” dominate Netflix Philippines for 15 days.
CREDITS:
AGENCY
GIGIL
Chief Creative Officer: Badong Abesamis
Chief Creative Officer: Herbert Hernandez
Managing Partner: Jake Yrastorza
Creative Director: Dana De Leon
Group Account Director: Micco Balana
Account Director: Abi Reyes
Account Supervisor: Chill Coronel
Account Manager: Kitkat Galvez
Senior Art Director: Quatro Los Baños
Senior Copywriter: Zion de la Peña
Art Director: Jeremy Palac
Copy Intern: Angeline Braganza
Copy Intern: Dave Agbuya
Art Intern: Lia Galang
Art Intern: Elaiza Lopez
Media Manager: Margie Husmalaga
Lead Buyer: Patricia Jane Sy
Video Editor: Ana Camila Semania
Video Editor: Joseph Linga
PRODUCTION
NCP Events
Executive Producer: Nathaniel Castro
Project Manager: Bernard Ferrer
Assistant Project Manager: Vince Barnachea
Location Officer: Rommel Lubguban
Printing: Wellmade Graphics
Safety Officers: S3 Safety and Health Solutions
Scaffolding: Frank Hector Fauvel & Ervin Asuncion
Master Fabrication/Setman: Randy Mendoza
ADDITIONAL CREDITS:
ArteesXpress
Arsenal Events
United Neon Advertising Inc. GP-Nagata
Activations Advertising Inc
