Netflix’s biggest Nordic event of the year. Fieldwork produced the Squid Game 2 launch in Copenhagen with 150 top influencers, PR & press immersed in iconic moments, surprises, & teasers for season 2.
The objective was clear – create maximum press & PR buzz for Squid Game Season 2. Netflix needed a bold, innovative concept to capture attention & generate organic coverage. Our idea was a challenge for NETFLIX – drop the traditional screening method & transform Copenhagen into an exclusive Squid Game universe where 150 of Denmark’s most influential press, PR voices & influencers became players. We invited guests to experience this universe in a different way from the usual. Every element was designed to serve storytelling & spark headlines, from nostalgic recreations of iconic season 1 moments to teasers hinting at season 2. Interactive zones, press walls, & games like Ddjaki & marbles made for press-ready visuals. Guests were empowered to document, create & share their journey amplifying the experience across outlets & social feeds. The result was more than an event—it was a cultural moment that created authentic content & generated national press.
At our first meeting, Netflix PR suggested a simple daytime event at Denmark’s national stadium. We knew it could be so much more. Instead of a short showcase, we designed an immersive journey that kept guests creating content throughout. Our idea was to flip perspective—150 influencers didn’t watch Squid Game, they lived it. Guests arrived as themselves but changed into green tracksuits, instantly transformed into players & taken out of their comfort zone or social status. Pink Guards, true to the series, never spoke—using only body language to build tension—while an AI announcer guided players through the experience. This meant the event unfolded with almost no direct interaction from hosts or crew, requiring hours of creative planning. An AI-powered scoreboard displayed iconic Squid Game player cards, removing them as eliminations occurred. We not only played with scale but with emotion—guests felt part of the game, bonded by thrill & compelled to share.
