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posted on Feb. 05, 2025 at 3:40 pmFeb 5, 2025

ICYMI: Netflix, Science & Sunshine bring Squid Game to life at Jeddah airport

posted on Feb. 05, 2025 at 3:40 pmFeb 5, 2025

The promotional campaign for Season 2 of Netflix’s global sensation Squid Game turned Terminal 1 at Jeddah into a space to engage with travellers.

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, di

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Tags:airport Ash Chagla Campaign experiential activation Hamzah Mullah immersive JC Decaux JCDecaux ATA Jeddah Netflix Science & Sunshine Squid Game Squid Games Terminal 1 The Work

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.