Gen Z powerhouse brands, Netflix and McDonald’s, have teamed up to launch a world-first Squid Game Meal that brings the thrilling Dalgona Candy Challenge to life, only in Australia.
The campaign, Dare to Play, by OMD and Akcelo, works with the buzz of Squid Game 2 that is about to launch on Netflix, tapping into the global popularity of Squid Game and giving fans the chance to engage in an interactive version of one of the show’s most famous and viral challenges, with exciting prizes to be won.
Amanda Nakad, marketing director for McDonald’s Australia, explained, “Squid Game is Netflix’s most-watched show, and we’re thrilled to bring this cultural phenomenon to life at Macca’s. This collaboration gives our customers and fans the unique opportunity to step into the game and experience it like never before.”
The exclusive Squid Game Meal includes a QR code that grants access to the game, where players race against time to complete the Dalgona Candy Challenge. In a unique Australian twist, McDonald’s has replaced the umbrella candy shape with a more challenging Golden Arches M. Those who succeed will have the chance to win exclusive co-branded merchandise, with a grand prize of $100,000 for one lucky challenger.
The mobile game also features a film that reimagines key moments from the famous Squid Game scene, including the original voice of Jeon Young-Soo (전영수) as the Game Instructor.
Emily Bosler, OMD managing partner for McDonald’s, stated, “This golden partnership allows us to deliver an interactive branded experience that captures the excitement of Squid Game while celebrating the fun and playfulness of Macca’s. We can’t wait for fans to join the challenge.”
The campaign will be amplified through a range of activations, including restaurant experiences, OOH, social media, fandom pages, and a Dalgona Candy Challenge event at World Square Sydney, where the public can participate in a Squid Game-themed playzone under the watchful eye of the Pink Guards.
Aden Hepburn, CEO of Akcelo, stated, “As superfans of both Netflix’s Squid Game and Macca’s, we have loved every moment of bringing this unforgettable campaign to life at scale with McDonald’s and OMD. The result is simply unlike any other Macca’s campaign that’s come before and we can’t wait to see how Australia – and the world – will react.”
This unique partnership extends beyond the meal itself. McDonald’s will serve as the single-title sponsor for Squid Game 2 in Australia on Netflix’s ad-supported platform, coinciding with the series’ global release on Boxing Day.
Credits
Client: McDonald’s Australia
Chief Customer Officer: Chris Brown
Marketing Director: Amanda Nakad
Head of Brand & Menu: Nichole Tsiros
Brand Manager: Samantha Lau
Digital Experience Manager: Luke Elzerman
Client Partner: Netflix (in partnership with Gemba)
Head of Partnerships: Harvey Brant
Partner Marketing Creative: Eunbee Kyung
Media Agency: OMD
Managing Partner, McDonald’s: Emily Bosler
Head of Strategy – Macca’s: Zoe May
Partnerships Director: Hattie Dinger
Account Director: Taylor Hilditch
Account Manager: Soraya Ghaidan
Diverse Senior Account Manager: Paige Ye
Creative Agency: Akcelo
Group Executive Creative Director: Louise McQuat
Creative Partner: Oskar Westerdal
Creative Team: Ilya Aronovich & Misha McDonald
Account Management: Max Bennett, Gabriel Montalban, April Tunstall & Brody Blinkhorn
Producers: Stephanie Ceccaldi, Dan Burns & Dave Bourke
Designers: Paul Critchley, Dan Martin, Cath Roberts, Justin Bellchambers & Richard Spencer
Head of Craft: Jon Foye
Motion: Benny O’Shea, Mike Ashburner, Jamie Muscat & Denys Michele
Digital Experience: Mark Berry, Helen Turner, Jason Woods, Alwyna George, Kim Tang & Minho Baek
Event Production: Lea Nguyen & Ben Turner
Chief Strategy Officer: Dave Di Veroli
Chief Executive Officer: Aden Hepburn
Production Company: FINCH
Director: Alex Roberts
Producer: Bryce Lintern
DOP: Ross Giardina
Post Production : Heckler
Sound Design: Squeak E. Clean
Photography: Mat Baker @ Louis&Co
Social: Reel Focus Films
PR: Mango Communications
CRM: Digitas
