Christopher van der Kleed, associate creative director


van der Kleed,
senior art director


Squid Game

The Challenge

A nationwide study kick-started an integrated campaign that proved everyone would abandon their morals… for a price.

Find your price at

Each execution featured a QR code that led to the Price of Morals website – an interactive campaign hub where visitors could explore the data and take a quiz that placed them on the spectrum of morality.

A Pink Soldier infiltrated NYC to ask people their price, which was turned into social content that created buzz across Youtube, TikTok, Instagram, and Twitter in the weeks leading up to launch.

agency: BBH USA