DORITOS x SQUID GAME 2
To launch the partnership between Doritos Dinamita and Squid Game S2, we created The Dinamita Game—a high-stakes competition where contestants compete for a shot at the Grand Cash Prize…or risk walking away empty-handed.
PHASE 1: TEASE
We first teased the game with head-turning assets on social media.
PHASE 2: RECRUIT
We partnered with Man-on-the-Street Influencer, Davis Burleson, to play our Squid Game–style recruiter. Cruising the streets of Venice, he gave fans a choice: “Dinamita now, or chance to play for more?” Those who chose “play for more” were dramatically escorted by Pink Guards to the arena, setting the stage for a high-tension game of survival and fiery rewards.
PHASE 3: PLAY
Contestants were then transported to a stark, industrial warehouse flanked with pink guards and a
massive digital wall containing 456 tiles, each hiding a different outcome.
The rules were simple:
Green tiles: Add money to the shared pot
Red tiles: Remove money and raise the stakes
Pink tiles: Eliminate a player immediately
Golden tile: Win the entire pot and end the game
When the Golden Tile appeared, the digital piggy bank exploded with the final win—a Grand Prize of $13,400 and a year supply of Dinamita.
Production: Tool of North America, Where the Buffalo Roam
Director: Ben Tricklebank
Creative Director: Eamonn Dixon
Creatives: Edward King, Shaun McFarlane, Neha Guria
Executive Producers: Danielle Riccardi, Rock Darlington
Producers: Anna Lindsay, Jackie Nelms