U.S. HISPANIC
Founders marketing for Squid Game 2 revolutionizes the industry and expands its relationship with Netflix
11 de abril de 2025
The cultural impact was so massive that more than 40 brands joined the conversation through strategic partnerships with Squid Game.
Founders, the independent agency that began working with the streaming platform four years ago, has continued to expand its relationship with Netflix, taking on an increasing number of series and film titles.
The agency, founded by Tanya De Poli and Checha Agost Carreño—is behind The Pink Guards Invasion, the campaign that won Netflix’s global pitch and went viral worldwide within hours of its launch.
According to industry press, this campaign for Squid Game 2 is one of the most iconic in the era of modern marketing, turning the show into a global cultural phenomenon.
Over 10,000 Pink Guards from the series appeared in more than 50 cities worldwide, with local agencies and partners collaborating to bring the activations to life in each market.
The results of the campaign were unprecedented:
● 97.2 billion views
● 13.47 billion impressions
● #1 show in over 94 countries
The cultural impact was so massive that more than 40 brands joined the conversation through strategic partnerships with Squid Game. “When we launched the global campaign for The Witcher four years ago, we never imagined we’d end up working on some of the most relevant shows and films for Netflix,” said Tanya De Poli, Founder & CEO of Founders. “Today, we can proudly say we’ve launched more than 20 titles—many on a global scale. There’s no magic formula for making a title a worldwide success. Each one requires a unique combination of strategy, creativity, and production. At Founders, we build a different team for every project, depending on the specific needs of each show or film.”
Checha Agost Carreño, Founder & CCO of Founders, added: “Being able to work with Netflix is a dream we never imagined possible when we started the agency five years ago. It’s a real pleasure to collaborate with their teams around the world. Their culture is very similar to ours, which is why our relationship today is so close, honest, and respectful.”
“It’s mind-blowing that with every brief, the Netflix team asks us for ideas that leave no one indifferent—concepts that are eye-catching and, hopefully, become part of culture. That’s something that often gets asked for, but doesn’t always happen,” he concluded.
Alongside the recent Squid Game 2 campaign, Founders has led work for titles including Happy Gilmore 2, Stranger Things 4, Queen Charlotte, One Piece, Umbrella Academy 4, Cobra Kai, The Adam Project, The Witcher S2 & S3, Resident Evil, and more.
Currently, Founders is working on launching new titles—though, for now, those remain confidential.
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