One of the most watched shows from late-2024 into early 2025, Squid Game’s second season made waves not only on Netflix, but also at Jeddah Airport in Saudi Arabia as the subscription video-on-demand (SVOD) over-the-top (OTT) streaming platform partnered with Dubai and Riyadh-based independent agency, Science & Sunshine, to woo domestic and international travellers.
The one-day activation, part of an extended country-wide takeover campaign, took the immersive, experiential route turning Terminal 1 at Jeddah Airport into a promotional space, as the iconic guards from the show were seen preparing for the ‘game’ by passengers and on-ground influencers.
Through a partnership with JCDecaux ATA, digital screens at the terminal also showcased visuals from the series, effectively recreating the suspense-filled atmosphere of the show.
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“With the iconic Pink Guards making appearances worldwide, we knew Saudi Arabia had to be part of the global phenomenon. And what better way to create buzz around their arrival than by taking over the airport?” Ash Chagla, Chief Creative Officer, Science & Sunshine told Campaign Middle East.
From collecting the iconic ‘Red Light, Green Light’ doll from the baggage belt, wheeling it away in trolleys, to loading their vans and driving off from the taxi area — the activation utilised the entirety of the JED airport.
With this campaign, Netflix also embraced a creative approach to film a short teaser.
Elie Hajjar, Managing Director, JCDecaux ATA, said, “The campaign successfully generated substantial buzz online, reflecting its effectiveness in triggering curiosity and building anticipation for Squid Game’s second season. By turning a traditional advertising space into an engaging narrative, Netflix highlighted the powerful blend of creativity and strategic placement.”
In the days and weeks that followed the airport activation, the guards were spotted doing the rounds everywhere in the Kingdom: from Dammam to Abha, and AlUla to Riyadh, creating significant buzz and shareable content — helping the brand effectively engage with on-ground and digital viewers at the same time.
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CREDITS
Brand: Netflix
Client:
Eethar Al-Hassan
Nadim Lahoud
Maryam Abdallah
Advertising Agency: Science & Sunshine
Creatives:
Ash Chagla
Nicolas Garcia
Andre Marchesi
Adela Fataliyeva
Isha Sharma
Ahmed Umrethwala
Suits:
Steven Khoury
Hala Mounayar
May Kamal
Production Partner: Kent Gray
Media Partner: JCDecaux ATA
