Maccas | Squid Games.
McDonald’s were losing appeal with Gen Z and Millennials. The playful, thrilling Macca’s they grew up with was gone. We launched an epic collaboration between Netflix and McDonald's with the Squid Game Meal Dalgona Candy Challenge, a true world-first inviting players to tackle one of four different candy shapes from the show's iconic scene – only this time the greatest challenge is the Golden Arches M.
The Box
This fully integrated experience campaign features custom packaging, an immersive mobile game, complete with unique artwork from graphic Korean art style, which depicts key scenes from the show.
This is an original poster I both conceptualized and illustrated myself. This poster wasn’t used, but some of my artwork even appeared on the adult meal box, bringing the concept to life in the real world.
Original Concept Art
The Film
The Launch Film was voiced by none other than Jeon Young-Soo (전영수) – the official Game Instructor from the Squid Game series.