GIGIL takes over Robinsons Galleria in Manila to promote Netflix’s Squid Game 2

Robinsons Galleria, a popular mall in Manila, has 2 networks of escalators whose structure looks like the stair maze in Squid Game. Netflix teamed up with GIGIL to seize this opportunity and made use of these escalators as a medium, dressing them up to promote the series’ sequel.

The escalators were redesigned to be a faithful replica of the Squid Game stair maze. As a nod to the iconic staircase scene, live Pink Soldiers also marched from end to end–riding the escalators the same way they ascended and descended the stairs in the series.

The campaign helped make Squid Game Season 2 be No. 1 on Netflix Philippines for 5 straight weeks.

Credits
Agency: GIGIL
Chief Creative Officer: Badong Abesamis
Chief Creative Officer: Herbert Hernandez
Managing Partner: Jake Yrastorza
Creative Director: Dana De Leon
Group Account Director: Micco Balana
Account Director: Abi Reyes
Account Supervisor: Chill Coronel
Account Manager: Kitkat Galvez
Senior Art Director: Quatro Los Baños
Senior Copywriter: Zion de la Peña
Art Director: Jeremy Palac
Copy Intern: Angeline Braganza
Copy Intern: Dave Agbuya
Art Intern: Lia Galang
Art Intern: Elaiza Lopez
Media Manager: Margie Husmalaga
Lead Buyer: Patricia Jane Sy
Video Editor: Ana Camila Semania
Video Editor: Joseph Linga
Production
NCP Events
Executive Producer: Nathaniel Castro
Project Manager: Bernard Ferrer
Assistant Project Manager: Vince Barnachea
Location Officer: Rommel Lubguban
Printing: Wellmade Graphics
Safety Officers: S3 Safety and Health Solutions
Scaffolding: Frank Hector
Fauvel & Ervin Asuncion
Master Fabrication/Setman: Randy Mendoza
Additional Credits:
ArteesXpress
Arsenal Events
United Neon Advertising Inc. GP-Nagata
Activations Advertising Inc