Squid Dilemma

Creative idea

Counter-Strike is about trust, where players win by backing each other up. Squid Game, by contrast, is about betrayal—survival means turning on allies. Since both worlds share the same fan community, we created a special Netflix livestream that merged them. Established CS:GO teams, bonded for years, suddenly had the rules flipped. Mid-stream, they were confronted by top Romanian gamers transformed into Squid Game characters with a shocking offer: eliminate a teammate to earn valuable in-game rewards. The event became a morality test—forcing players to weigh loyalty against temptation, while the audience watched every choice unfold.

Brand name: NETFLIX
Advertiser / client: NETFLIX
Product / service: promotion of new series
Campaign name: Squid Game season 2
Agency network: MCCANN WORLDGROUP
Agency: McCann Worldgroup Romania, Bucharest
Media agency: Wavemaker Romania
Production company: Luca's Art Film
Agency chief executive officer: Catalin Dobre
Chief creative officer: Ioana Zamfir
Executive creative director: Carina Toma
Creative director: Rusu Adrian
Art director: Adina Ciocan
Copywriter: Robert Eftenie
Account director (agency): Ioana Teodorescu
Media director: Alexandra Hera
Strategic planner / strategist: Stefania Bercu
Pr director: Sabrina Canea
Additional company: Global CCO, McCann Worldgroup: Javier Campopiano Wavemaker Romania MSL The Practice LUCA-S ART FILM Puzzle Onvertising