Netflix’s biggest Nordic event of the year. Fieldwork produced the Squid Game 2 launch in Copenhagen with 150 top celebrities & press immersed in iconic moments, stunts & creative teasers for season 2
The objective was clear – create maximum press & PR buzz for Squid Game Season 2 without a traditional screening. Netflix needed a bold, innovative concept to capture attention & generate organic coverage. Our idea was to transform Copenhagen into an exclusive Squid Game world where 150 of Denmark’s most influential press, PR voices & celebrities became players. Every detail was designed for storytelling—immersive installations, competitions with prizes, iconic series moments & countless photo opportunities encouraged attendees to document & share. Journalists & influencers alike created authentic, high-impact content that spread across media outlets & social channels, amplifying anticipation for the new season. By turning the event itself into ‘the channel’, we delivered not only an unforgettable experience but also headlines, reach & cultural relevance—positioning Netflix as the home of unmissable entertainment.
We challenged Netflix to go beyond their initial idea & create something unforgettable: a Squid Game where influencers became the players. The creative spark was to flip perspective—guests didn’t watch the story, they lived it. From the moment they were blindfolded & led by eerie soundscapes, their senses were heightened & imagination unlocked. Every zone was designed to drive interaction & shareable content: the thrill of opening coffin boxes to find your tracksuit, the wonder of stepping into that iconic 3D staircase, the nostalgia of playing marbles & Dalgona cookies. Guards brought tension & theatre, while dynamic lighting, sound & voice overs turned each zone into a mood—both playful & unsettling. The climax was a 45m Red Light, Green Light arena with a 4m doll, countdown clock, referees & a scoreboard dynamically updating player photos. What made it powerful wasn’t just scale—it was how it made people feel: part of the game, bonded by thrill & compelled to share the story.
