Manila, Philippines — Creative agency GIGIL staged an eye-catching activation for the second season of Netflix’s hit series ‘Wednesday’, transforming the Venice Grand Canal Mall in Taguig City into a dark spectacle inspired by the show’s signature imagery.
Drawing from the series’ theme of mystery and foreboding, the installation recreated the haunting moment when main character Wednesday Addams, played by Jenna Ortega, sheds black tears, a manifestation of her exhaustion from overusing her psychic powers.
To bring this to life, GIGIL collaborated with the Venice Grand Canal Mall, known for its 650-foot-long replica of Venice’s Grand Canal, complete with gondola rides and Italian-inspired architecture.
The agency also set up a large stage at one end of the canal, featuring a billboard-sized image of Wednesday streaked with black tears. During the activation’s first day, an environmentally safe and filtered black dye was released beneath the platform, gradually darkening the waterway. The dye was filtered out, and the canal was restored to its original state at the end of the two-day installation.
The transformation drew thousands of mallgoers, who gathered along the walkways and bridges to watch the canal’s eerie shift. The activation also generated significant online traction, amassing more than 145,000 engagements.
“We safely spread the character’s black tears through one of Manila’s most romantic streams, literally spreading her woe,” said Brandon Talip, copywriter at GIGIL.
“It was a striking way to mark ‘Wednesday’s return, and drive curiosity and engagement from the target audience both at the mall and virally through social conversations,” added Brandon.
Following the campaign, ‘Wednesday’ season two became the number one show on Netflix for three consecutive weeks in September.
