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Netflix Philippines / Squid Game: Squid Games Christmas BonusTop 6 this week
In the Philippines, the 13th-month pay is a government-mandated bonus amounting to one month of a regular employee’s salary. It is typically released in December, making sure that Filipinos have extra cash for Christmas. But oftentimes, employers delay its release, which has led to the anticipation becoming as big as the one for the actual holiday. Filipinos have even chosen an anthem for the occasion—the aptly titled "Christmas Bonus" by the iconic rock band Aegis, which appeals to bosses to release the extra pay. We saw this as an opportunity for Netflix to use this to launch the long-awaited second season of its biggest title, Squid Game. By relating the story to the cultural insight, we made a film featuring Aegis dressed as Pink Soldiers, performing a fresh take on “Christmas Bonus” with the giant doll, Young-Hee. A cheeky warning to employers to release the Christmas Bonus, or else. The film quickly caught the attention of the public, garnering 8.3 million views on Facebook within 24 hours, with people sharing and reposting it on socials. Squid Game 2 rocketed to the #1 spot in the Philippines, and has remained there in the two weeks since its release.
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