For the launch of Squid Game 2the long-awaited return of the series Netflix coming December 26th, more than 200 pink guardsthe ruthless masked tormentors who drive the game at the center of the series, and the now hugely popular bambola Young-heeprotagonist of the game “1-2-3 Star!”, have “invaded” Venice last December 20th.
A take-over of the city that surprised residents and tourists who witnessed a small preview of the Venice Carnival in Korean style: the arrival of the doll on a large barge that crossed the canal overlooking Venice sparked the mobilization of pink guards who, divided into groups, came from different corners of the city to converge in one place and perform in a long parade in front of some of the most recognizable buildings in the city. The parade ended right in Piazza San Marco where the guards, finally reunited with the doll, performed a chorus of one of the most popular songs from the soundtrack of the series, in front of the surprised looks of those present.
A performance that joins the various international activities dedicated to the show which in recent weeks have captured the collective imagination from the most famous places in the world: from the Champs Elysees in Paris, to the Chao Prayer river in Bangkok, passing through the port of Sydney.
The Venice event is actually the latest chapter in a campaign that has built an ecosystem of conversation and visibility over the last two months to support the launch of the series. It started at the end of October at Lucca Comics & Games, with an activation that allowed some fans to spend a night in the dormitory where part of the series takes place, and continued with a teaser content strategy on Tik Tok with sightings of guards in the city of Milan and an event in Rome, on the Terrazze del Pincio, where hundreds of people took part in a series of “1,2,3 Stella” games led by the same doll. The latest in chronological order, a double partnership in the world of football, with Dazn and the Genoa team which brought the Korean series to appear on football pitches and to be noticed by fans from all over Italy.
The entire campaign was conceived and produced by Dudein its eighth year of continuous collaboration with Netflix.
Netflix by Dude. In credits
Here are the professionals who worked on the campaign dedicated to Squid Game 2.
- Chief Creative Officers & Partners: Livio Basoli & Lorenzo Picchiotti
- Creative Director: Davide Labò & Luca Riva
- Creative Supervisors: Cecilia Rocchetta & Ilaria Biani
- Senior Art Director: Luca Poldelmengo
- Junior Copywriter: Camilla Viganò
- Junior Art Director: Marzia Cimino
- Business Director: Elena Panza
- Account Director: Piera Colasante
- Senior Account Manager: Elena Castejo
- Senior Account Executive: Giovanna Savastano
- Chief Strategy and Innovation Officer: Lorenzo Foffani
- Head of Content: Ludovica D’Aquino
- Social Strategy Director: Federica Nanni
- Director: Alessandro Best
- Integrated Production Director: Matteo Pecorari
- Senior Producer: Valeria Mazzotta
- Producer: Michele Pasini
- Head of Physical Production: Simone Raddi
- Production Coordinator: Francesca Di Donna
- Head of events and special projects: Laura Boy
- Event Manager: Rebecca Pesce
- Event Manager Assistant: Beatrice Latini
- Production director: Matteo Stopper
- Special Products Manager: Martina Augelli
- Event Manager Assistant: Beatrice Latini
- Post Production Director: Seba Morando
- Senior Post Producer: Miriam Ottina
- Junior Post Producer: Silvia Brigoli
- Editor: Davide De Meo
