"The result is simply unlike any other Macca’s campaign that’s come before and we can’t wait to see how Australia will react."
In anticipation of Squid Game 2, McDonald’s Australia and Netflix have launched a world-first Squid Game Meal that brings the Dalgona Candy Challenge to life, only in Australia.
Developed by OMD and Akcelo, the Dalgona Candy Challenge and ‘Dare to Play’ campaign taps into the popularity of Squid Game, giving fans the chance to engage in an interactive version of one of the show’s most viral challenges.
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 an immersive film that reimagines key moments from the iconic scene, including the original voice of Jeon Young-Soo (전영수) as the Game Instructor.
The campaign will aim to drive engagement 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.
McDonald’s Australia marketing director Amanda Nakad said Macca’s is thrilled to bring this cultural phenomenon to life.
"This collaboration gives our customers and fans the unique opportunity to step into the game and experience it like never before," she said.
OMD managing partner for McDonald’s, Emily Bosler, said the partnership allows the media agency 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!” she said.
Akcelo CEO Aden Hepburn said as superfans of both Netflix’s Squid Game and Macca’s, the agency has 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," he said.
This partnership extends beyond the meal itself, with McDonald’s serving as the single-title sponsor for Squid Game 2 in Australia on Netflix’s ad-supported platform, coinciding with the series’ global release on December 26.
Credits
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
Netflix (in partnership with Gemba)
Head of Partnerships – Harvey Brant
Partner Marketing Creative – Eunbee Kyung
OMD
Emily Bosler – Managing Partner, McDonald’s
Zoe May – Head of Strategy - Macca’s
Hattie Dinger – Partnerships Director
Taylor Hilditch – Account Director
Soraya Ghaidan – Account Manager
Paige Ye – Diverse Senior Account Manager
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
Production – Stephanie Ceccaldi, Dan Burns & Dave Bourke
Design – 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
Director – Alex Roberts, FINCH
Producer – Bryce Lintern, FINCH
DOP – Ross Giardina
Post Production – Heckler
Sound Design – Squeak E. Clean
Photography – Mat Baker, Louis&Co
Social – Reel Focus Films
PR – Mango Communications
Ashleigh Vallance – Senior Account Director
Ian Lizardo – Senior Account Manager
Gunjan Kaur – Account Manager
CRM – Digitas
