DEPT® helps Just Eat and Netflix bring the world of Squid Game into homes
This Boxing Day, Just Eat and Squid Game Season 2 encourage fans to ditch the festive leftovers and enjoy the latest series of the much-loved dystopian Korean survival thriller with their favorite takeaway.
The 360 campaign, created and produced with agency partner DEPT®, is centered around a game that unites Just Eat and Squid Game 2 in an authentic, joyful, and surprising way—with food at its core.
The campaign launches with a 30” TVC depicting Just Eaters, reimagined as Squid Game players, recreating famous scenes from Season 1’s most iconic game, ‘Red Light, Green Light’, with a food-related twist. The ad balances the high stakes and jeopardy in the series with the playful world of Just Eat, extending the Squid Game universe in a way that’s guaranteed to excite fans of the show. The CTA ‘Order. Play. Win’ at the end of the spot directs hungry fans to a campaign microsite to play ELIMINATE, a digital game inspired by the show, for the chance to take home the big cash prize.
Once customers order from Just Eat they’ll be invited to play the game. The rules are simple: make it through a meal without getting caught in Young-hee’s terrifying gaze for the chance to take home the 10k cash prize. Players caught sipping, snacking or slurping up their last noodle will immediately be eliminated. The game, created in-house at DEPT®, combines facial detection with the latest motion tracking technology to produce an experience that’ll have fans trembling as they tuck into their favorite takeaway. With the stakes this high and food guaranteed to hit the spot, this game will test the nerve of even the most committed player.
During the campaign period, fans across the UK can order a bespoke Squid Game-inspired menu from 130 sites exclusively from the Just Eat app, allowing them to tuck into a range of reimagined Korean classics as they devour Season 2 on Netflix.
The menu will also be made available as an exclusive preview for those attending the ‘Squid Game: The Rave’ event at Drumsheds on the 18th of December, headlined by DJ Peggy Gou. Just Eat will take up residency in the Korean-themed Night Market with a bespoke build, fuelling partygoers with the limited edition fried chicken menu.
The partnership will roll out across TVC, OOH, bespoke social edits, an interactive game, PR, influencer and experiential. The campaign will also run on Netflix’s ad-supported plan.
Andrew Cocker, Marketing Director UK&I, Just Eat: “We’re excited to partner with Netflix for one of the most hotly anticipated launches of the year, Squid Game 2. Our teams have worked closely together, to ensure the magic of the Squid Game IP, comes to life in an authentic way for our customers, partners, couriers and brand. We’ve respectfully weaved our distinctive assets throughout the content and we’re particularly excited to launch a brand new culinary experience that allows fans to ‘level up’ up their connection with the series.”
Jordan Peters, Senior Director, Brand Partnerships, EMEA, Netflix: “At Netflix we’re dedicated to working with admired brands and building campaigns and experiences that authentically connect fans with the shows they love. This partnership with Just Eat does exactly that: bringing the world of Squid Game 2 into the homes – and beyond – of millions of fans through a custom marketing campaign, sponsorship of Squid Game 2 on our ad-supported plan, an immersive digital game and finally, the Korean inspired menu coming soon to the Just Eat app, and available tonight exclusively at our Squid Game 2: The Rave event.”
Chris Boys, Creative Director, DEPT®: “We wanted to find an authentic place for these two iconic brands to play within the world of Squid Game, and what we’ve created together is an idea that flexes across channels, bringing the jeopardy of the show together with the more playful side of Just Eat to keep fans hungry for more. From TV to social, a bespoke menu and a digital game fronted by everyone’s favourite doll—it’s a feast for all the senses.”
