Netflix and GIGIL partner with rock band Aegis to issue warning to Filipino employers through Squid Game’s Christmas Bonus film
In the Philippines, the 13th-month pay is a government-mandated bonus amounting to one month of a regular employee’s salary. It is typically released in December, making sure that Filipinos have extra cash for Christmas. But oftentimes, employers delay its release, which has led to the anticipation becoming as big as the one for the actual holiday. Filipinos have even chosen an anthem for the occasion—the aptly titled “Christmas Bonus” by the iconic rock band Aegis, which appeals to bosses to release the extra pay.
GIGIL Philippines saw this as an opportunity for Netflix to use this to launch the long-awaited second season of its biggest title, Squid Game. By relating the story to the cultural insight, we made a film featuring Aegis dressed as Pink Soldiers, performing a fresh take on “Christmas Bonus” with the giant doll, Young-Hee. A cheeky warning to employers to release the Christmas Bonus, or else….
The film quickly caught the attention of the public, garnering 8.3 million views on Facebook within 24 hours, with people sharing and reposting it on socials. Squid Game 2 rocketed to the #1 spot in the Philippines, and has remained there in the two weeks since its release.
Credits
Agency: GIGIL Philippines
Chief Creative Officer: Badong Abesamis
Chief Creative Officer: Herbert Hernandez
Managing Partner: Jake Yrastorza
Associate 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
Producer: Wendy Rivera
Client: Netflix Philippines
Head of Marketing, Philippines: Stef Pajarito
Marketing Production Manager (APAC): Daphne Ng
Marketing Production Manager (Philippines): Nina Mendoza
Production: Arcade Film Factory
Director: Marius Talampas
Executive Producer: Paula Collado
Line Producer: Mara Bernaldo
Director Of Photography: Dix Buhay
Project Manager: Kristine Aguilar
Production Staff: Kat Quirimit/Mei Pondare/Simon Flores
Assistant Director: James Sales
Production Design: Analou Sanchez
Wardrobe: KC Contrevida
Caster: Carlos Lapira
Aegis Hair and Makeup: Dianne Del Mundo / Peachy Villaflor
Propsman: Glenn Manuel
Mock Up Team: Edgar Parado and Work8 Styling Services
Offline: Alvin Chan
Grading: Biba Abiera
Online: Neil Mendoza
Mike Tinoy
Mark Legaspi
Audio House: Kerplunk Studios
