Malaysian Contingent at the Pentathlon
1. Film & Branded Content Kancils [1.12 Best use of Cultural Insights in Film & Branded Content]
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Links:
https://www.tiktok.com/@netflixmy/video/7454118458867879184?lang=en
Product/Service:
Squid Game 2
Client:
Netflix
Brief:
Squid Game was a massive hit with viewers, telling the gripping story of Gi-hun, one of 456 players risking it all in a series of deadly children's games for a huge cash prize. It became a global cultural phenomenon, with the games themselves becoming fans’ favourite part of the show. Childhood games with a deadly twist? They were all that anyone could talk about.
When Season 2 came around, we knew that fans were strongly anticipating what new games would be featured. We needed to tap into what worked for Season 1 in the lead-up to the Season 2, whilst also stirring up excitement for all the new games that we already knew fans were going to love in Season 2.
Solution:
Enter: the Pentathlon. From the moment we saw the iconic episode in Squid Game 2, we knew we had to bring the biggest game of the season to life. What’s more was that we realised Malaysians in particular were going to really latch onto it. The games all had very familiar local equivalents, with Batu Seremban, Sepak Bulu Ayam, Baling Selipar, and Gasing all represented in the game, making them immediate standouts.
Of course, we immediately thought: any Malaysian would pass this game with flying colours. So, why not create a Malaysian contingent to represent Malaysia in the games?
We pulled together a diverse team of Malaysians, including regular Malaysians alongside national Paralympian shotputter Muhammad Ziyad Zolkefli and fashion/freestyle football influencer Qhouirunnisa, to prove that we already know these games like the backs of our hands.
The results: we racked up 17,602,419 impressions and 695,849 engagements, contributing to Netflix Malaysia’s most successful cam
