The Stock Liquidation

Creative idea

To reignite fandom, we went beyond trailers and recaps, bringing Squid Game back into the real world. Through Stock Liquidation, we released 454 original tracksuits, each carrying marks from the players’ iconic deaths in season 1, and placed them in Bucharest’s most popular thrift shops. Every piece, labeled “with slight traces of wear,” included the exact timecode of death, instantly transporting fans back to the unforgettable scenes they loved. The tracksuits became the most sought-after memorabilia, worn proudly across the city and turning fans into walking billboards. Immersion deepened as Squid Game characters appeared in urban hotspots, transforming public spaces into extensions of the show’s universe.

Brand name: NETFLIX
Advertiser / client: NETFLIX
Product / service: launch of new series season
Campaign name: Squid Game season 2
Agency network: MCCANN WORLDGROUP
Agency: McCann Worldgroup Romania, Bucharest
Media agency: Wavemaker Romania
Agency chief executive officer: Catalin Dobre
Chief creative officer: Ioana Zamfir
Executive creative director: Carina Toma
Creative director: Rusu Adrian
Art director: Eleni Bacula
Copywriter: Ionut Cioroiu
Account director (agency): Ioana Teodorescu
Client account director: Ana Preda
Media director: Alexandra Hera
Strategic planner / strategist: Stefania Bercu
Additional company: Global CCO, McCann Worldgroup: Javier Campopiano Wavemaker Romania MSL The Practice LUCA-S ART FILM Puzzle Onvertising