REF: MF-04 · LÁMINA 05/07
Integrated Campaign · Brand ExperienceMAHOU
Mahou — Netflix IP · Spain
REF: MF-04 · LÁMINA 05/07
Integrated Campaign · Brand ExperienceMahou — Netflix IP · Spain
01 — The Challenge
As Squid Game became a global mass phenomenon heading into its final season, the challenge was to find a culturally relevant role for Mahou within a universe defined by tension, choice and confrontation.
The opportunity wasn't to mirror the series' darkness — it was to find the territory where Mahou's own brand behaviour and Squid Game's central conflict were structurally the same thing.
Strategic Intersection
Mahou's consumers naturally split into two sides — Mahou Red or Mahou Green. It's an existing brand behaviour: a binary choice that fans of the brand already make, every time.
In Squid Game, the entire tension of the series is built on exactly that mechanic — forced to choose a side, with everything at stake.
Choosing a side was the natural point of connection between both worlds. It was already happening. The campaign made it visible.
02 — Vamos a Pasarnos el Juego
"We reinterpreted the characters of Squid Game through Mahou's iconic cans — using red and green as opposing forces to recreate the tension of being forced to choose a side. The cans became symbols of the experience, turning a familiar brand behaviour into a narrative reflection of the series' central conflict."
The creative idea didn't import Squid Game's aesthetics onto Mahou. It used Mahou's existing red-green binary as the creative foundation — and let Squid Game's tension amplify what the brand was already doing. Guards in red, players in green. Soldiers vs rebels. The can you choose tells the world which side you're on.
03 — Full Ecosystem
The idea was activated through an integrated ecosystem: multiple hero spots, supermarket activations, live entertainment dynamics at festivals such as Mad Cool, a massive out-of-home campaign, on-trade activations in horeca venues, and influencer collaborations that amplified the tension of choosing a side in real-world contexts.
Film + OOH
THE CONFRONTATION
Two hero spots and two facing billboards in Madrid — one for each side. The confrontation was built into the media architecture itself: you couldn't see both at once. You had to choose which side to face.
Social + Influencers
CHOOSE YOUR SIDE
Social content and influencer collaborations extended the choose-a-side dynamic into digital — creating participation mechanics that invited Mahou's younger audience to declare allegiance, debate their choice, and recruit others to their side.
Supermarkets + Horeca + Mad Cool
EVERYWHERE YOU CHOOSE
Supermarket activations, on-trade executions in horeca venues, and the Mad Cool festival brought the tension into the exact moments and places where Mahou lives — turning every purchase, every round, every festival into a declaration of which side you're on.
04 — Hero Spots
Two hero spots, one for each side. Each film lived in the same universe but told the story from a different perspective — soldiers vs players, red vs green — maintaining the campaign's core tension across every piece of communication.
Spot 01 — Casa 30"
Spot 02 — Super 30"
05 — Out of Home: Facing Billboards
Two massive billboards placed facing each other in Madrid — one red, one green — brought the campaign's central tension into physical space. The confrontation wasn't just visual. It forced passersby to literally choose which side to look at first. Vamos a pasarnos el juego.
