Netflix: The Massacre of Kingdom experience

Category: Installations & Exhibitions; Entered by: Wieden + Kennedy Tokyo and The Glue Society

The Netflix Original series Kingdom is a fictional story set hundreds of years ago, in Joseon-era Korea. In the series, a plague of the undead ravages the land, creating political turmoil within a rich historical context. With Kingdom already the number one series on Netflix in Korea, the premiere of the second season in 2020 presented an opportunity to build on the hype surrounding the show.

The Glue Society and Wieden + Kennedy Tokyo tapped into the incredibly engaged fan base and built the Massacre of Kingdom, a three-storey museum of historical artefacts in Seoul. In the museum, the story of Kingdom played out as real-life history. Three floors of exquisitely presented artefacts were recreated true to the narrative and the period. Fans of the show were then invited to come and interact with the rich history of Kingdom in a world where fiction becomes reality. 

Tickets to the Massacre of Kingdom exhibition sold out within hours. For those who could not attend the event in person,  a 360-degree video experience was created and Netflix also launched the Massacre of Kingdom Documentary, explaining the events of Kingdom recast as an actual historical event.

Agency: Wieden + Kennedy Tokyo
ECD: Scott Dungate
Creative Director: Jordi Luna
Art Director: Sol Oh
Copywriters: So Hyun An, Devin Altman, Max Cameron
Head of Production: Kerli Teo
Agency Producers: Jennifer Chien, Siyun Kim
Account Team: Shinya Kamata, Ara Jo, Liwon Kim, Yurie Wiles, Ryan Johnson
Comms Planner: Justin Lam
Editors: Jacob Kim, Eiji Iwakawa, Vinod Vijayasankaran
Designer: Donna Kwon
Managing Director: Ryan Fisher
Production Company: sketchedSpace; Revolver
Artistic/Experiential Director: The Glue Society
Managing Director/Co-Owner: Michael Ritchie (Revolver)
Executive Producer/Partner: Pip Smart (Revolver)

Executive Producer: Aaron Younglae Cho (sketchedSpace), Jasmin Helliar (Revolver)
Production Managers: Jane JaeEun Lee, Woobin Jang (sketchedSpace)
Production Assistants: Jongmin Jung, Sara Jiwon Liu (sketchedSpace)
Illustration Artist: Yeon Bun
Sound Design/Music: Massive Music; Factory Studios
Sound Designers: Tamon Fujimi, Junya Terui, Rick Sakurai, Yuhki Kurihara, Sayaka Ryuzaki (Mockumentary); Jon Clarke, Lou Ellen (360 Video); Jiwon Lee (Experiential)
Web Development: Edward Kim
Print Design: Yoobin Park, Seunghyun Lee
Photography: Kyung Roh
Producer: Nam Cho
Actress: Song Kyung-A
VO: David Riley

JUNIOR GRAPHIC DESIGNER

Milton Keynes