A GAME SHOW OF SURVIVAL, SPICED TO PERFECTION
When Netflix and Doritos set out to merge the gritty stakes of Squid Game with Dinamita’s fiery intensity, they weren’t looking for a campaign — they wanted a spectacle. The Dinamita Challenge delivered a high-stakes, edge-of-your-seat experience where tension met heat, and every decision carried weight. A suitcase filled with money — and dinamita — was on the line.
THE SETUP
The challenge began before contestants even stepped onto the arena floor. Styled as a Squid Game-inspired recruiter, our influencer offered participants a simple but high-stakes choice: “Dinamita or play for more?” Choosing “play for more” triggered a dramatic escort by Pink Guards to the arena, setting the tone for a world where tension, survival, and fiery reward were guaranteed.
THE ARENA
Contestants entered a stark, industrial space—concrete floors, bold LED screens, and pulsing lights that set the tone for the challenge. At the center of it all? A digital wall of 456 tiles, each hiding a consequence. The rules were simple, but the stakes couldn’t be higher:
- Green Tiles: Add money to the communal pot.
- Red Tiles: Deduct money and raise the stakes.
- Pink Tiles: Eliminate a player on the spot.
- Golden Tile: The ultimate prize, claiming the entire pot for the finder and ending the game.
Every tile flip brought drama. The digital piggy bank tracked the pot, dynamically filling or depleting with each choice. Contestants weighed risk and reward with every selection, their decisions building tension for players and viewers alike.
THE SPECTACLE
When the Golden Tile was found, the digital piggy bank triggered the climactic win. The room erupted with the heat of victory, amplified by dynamic sound, bold lighting, and intense visuals—creating a moment of pure excitement designed to dominate TikTok, Instagram, and beyond.
THE RESULT
When tension meets fire, the results are unforgettable. The Dinamita Challenge delivered a social-ready spectacle that lived far beyond the arena.
- A Social-First Experience: From the dramatic Pink Guard escort to the final piggy bank explosion, every moment was designed for maximum shareability.
- Unmatched Branding: Squid Game’s survivalist tone stayed authentic, while Dinamita’s fiery energy turned up the heat, making every second uniquely theirs.
- Lasting Impact: The gameplay, visuals, and sound design created an experience that resonated long after the last tile was flipped.
