Client Netflix – BBH USA
Assignment Data Driven Digital Campaign
How do you promote a reality spin-off of Squid Game to a fanbase deeply attached to the original? Enter The Price of Morals—a campaign exploring just how far people would go, and for how much to bend their ethical boundaries.
The campaign’s digital experience centered on an interactive, standalone microsite. Visitors could dive into the results of a nationwide morality survey and take a quiz to uncover their own moral “price,” seamlessly connecting with the campaign’s out-of-home storytelling. Building on the show’s branding, the microsite featured playful animations, smooth transitions, and interactive elements to deliver an immersive and engaging experience. Each out-of-home ad included a QR code, leading users directly to the site.
Delivered in just a few fast-paced sprints, the project captured attention and earned industry recognition, including a Webby, a Bronze Clio, and 14 OneShow nominations. Sometimes the best way to spark curiosity is to let people explore it for themselves.
