The Mexico City government canceled an activation related to the successful series Squid Game 2, produced by the streaming platform Netflix.
The installation was placed behind the Puerta de los Leones in Chapultepec Forest on the morning of Sunday, January 5.
At around 2:40 PM, Alejandro Encinas, Secretary of Planning, Land Management, and Metropolitan Coordination for Mexico City, reported that the structure set up at Puerta de los Leones in Chapultepec Forest did not have official authorization for its display.
Additionally, authorities detected the alleged use of counterfeit documents to justify the presence of the installation, leading to the decision to file a criminal complaint.
Who managed the withdrawn advertising campaign?
According to Mexico City authorities, Goma Studios was the agency responsible for the installation. Authorities stated that this campaign was carried out without meeting the necessary requirements for using such an iconic public space as Chapultepec.
The criminal complaint announced by Alejandro Encinas also involves the agency due to the alleged use of false documentation intended to validate the activation.
@MetropolisCDMX from @GobCDMX did not authorize the installation of three-dimensional advertising media for @netflix #SquidGame by the advertising agency #GomaStudios in front of the Puerta de los Leones, a historic entrance to the Bosque de @ChapultepecCDMX. The illegal installation is being removed, and corresponding fines will be applied. Furthermore, a criminal complaint will be filed for this incident and the use of counterfeit documents, Alejandro Encinas stated on his X account.
What was the installation for “Squid Game 2” about?
The Netflix activation consisted of a wooden structure inspired by the popular series, accompanied by a metal booth and a pink container featuring the Netflix logo.
The installation aimed to promote the second season of Squid Game, which has generated great anticipation among platform followers.
Since Friday, January 3, Netflix Latin America began promoting on its social media that the activation would take place at the Estela de Luz, where the so-called “Changuitos miones” would be distributed.
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The event for “Squid Game” fans was scheduled from 9:00 AM to 4:00 PM on Sunday, January 5.
Attendees were required to line up to receive one of the dolls resembling the Squid Game soldiers. In the morning, dozens of people formed long lines to get one of the dolls. Other visitors took the opportunity to take photos.
An hour before the activation concluded, the Mexico City government announced the removal of the installation.
So far, Netflix has not issued an official statement regarding the cancellation. In relation to the launch of Squid Game 2, the streaming platform has carried out multiple campaigns in different cities worldwide.
The phenomenon called #SquidGame in Paseo de la Reforma @NetflixLAT pic.twitter.com/T7DhrR8sZw
— Laura Islas (The SEO girl) (@ella_laquesefue) January 5, 2025
Activations, a matter of permissions
Another activation that was suddenly canceled was the 2024 Coca-Cola CDMX Caravan, a Christmas parade that was expected to return strongly to Paseo de la Reforma after several years of absence.
However, the city government denied the permits, forcing the brand to suspend the event on that avenue. Ultimately, the caravan was relocated to streets in Iztapalapa, highlighting that authorities have tightened requirements for holding massive events in the city.
