BACKGROUND
Seeking to capitalize on the success of Squid Game, Netflix turned their iconic IP into a reality show — Squid Game: The Challenge. Featuring Netflix’s largest prize ever, $3.56M, real people had to subject themselves to Squid Game’s infamous moral dilemmas. We just needed to find a way to create hype around a reality TV spin-off that lacked the violence and life or death stakes of the original.
THE IDEA
In truly creepy Squid Game fashion, we conducted a 50 question nationwide study to find just how much money it takes for people to break their moral code. From lighthearted social taboos such as, “how much to pee in a pool.” to life-changing decisions like, “how much to call your boss an asshole at the holiday party,” we proved everyone would show their true selves for the right price.
Because if people saw what others would be willing to do for next to nothing, they’d be dying to see what contestant do for the show’s record breaking grand prize.
THE WEBSITE
The full results of our study lived on a mobile-optimized site that became the heart of the campaign. Responses from the study were distilled into averages and data visualizations animated as viewers scrolled. A psychological test then used mobile-friendly inputs to help people set their price for different immoral acts. A shareable results page even compared their answers to the averages from the study.
