Squid Game Times Square
Founders Agency · Hunter PR · Plural.co · ft. Lil Dicky · Diageo × Netflix
EVENT FOOTAGE
FROM THE BOARD
STORYBOARDS
Pre-show begins 4:24 PM — Recruiters in full Squid Game uniform take position at the TKTS red stairs
Recruiters challenge passersby to Ddakji on the stairs — unsuspecting crowd drawn in
Crowd grows around the stairs — energy building before the main event
TSX billboard activates — Squid Game countdown clock appears, theme music fills the square
JW × Squid Game branding goes live on the TSX screen — Striding Man woven in
Two-minute countdown — crowd locked in, Pink Guards hold the perimeter
Bottle reveal on screen — the JW limited-edition Squid Game bottle hero moment
QR code drops on the billboard — players scan to register for Red Light Green Light
Rules displayed on screen — crowd receives game instructions via billboard
Red Light Green Light Round 1 — the doll activates, players freeze across the square
First eliminations — Pink Guards remove players who moved on Red Light
Between rounds — crowd reaction, JW branding beats on the TSX screen
Red Light Green Light Round 2 — final players compete for the win
Final eliminations — last players standing hold position under the billboard
Winner announced live on the TSX billboard — Squid Game winner graphic with JW bottle
Crowd celebration — Lil Dicky appearance, happy hour activation begins
Three-bar happy hour launches through 8 PM — JW Squid Game limited edition served
Final billboard beat — JW × Squid Game Season 2 title card, campaign close
ON THE GROUND
- BrandJohnnie Walker / Diageo
- Campaign LeadJosh Dean — VP Johnnie Walker, Diageo North America
- Netflix PartnershipMagno Herran — VP Global Brand & Partner Marketing, Netflix
- Global Creative AgencyAnomaly
- PR AgencyHunter PR
- Experiential / Global RolloutFounders Agency
- Media AgencyWing
- ProductionPlural.co
- Bottle & Packaging DesignThe Cabinet
- Creative DirectorJames Taylor — The Cabinet
- Lead DesignerAlex Rake — The Cabinet
- Striding Man IllustratorChris Mitchell
- Europe BillboardChant Happy — The Drop
- TalentLil Dicky (David Burd)
- MixologistGinn Choe — The 456 Cocktail
- StoryboardsVado Studio