Stranger Things
A global launch gets even stranger
Stranger Things has a fiercely loyal fanbase, but two years is a long wait in a world where streaming platforms constantly compete for viewer attention. With more choice than ever before, the shows that win are the ones that stay at the forefront of both new and existing audiences’ minds.
To cut through the noise, we set out to create moments so unexpected, even the most devoted Stranger Things fan would be surprised.
Brand Strategy
Stranger Things is a true global phenomenon, but its staying power comes from local relevance. Netflix leaned into its regional-first approach, scaling up to deliver hyper-local activations in key markets worldwide. Each experience was tailored for its audience, yet unmistakably part of a cohesive, global story.
Creative Concept
The line between fiction and reality blurs. Rifts to the Upside Down opened in cities around the world. Creatures crawled out of screens, crashed through castles, and burst from lakes. Famed landmarks became points of supernatural activity.
Launch
We delivered a global asset toolkit featuring rifts, the Mind Flayer, Demogorgons, and more, empowering each market to activate in ways that felt uniquely local but united by one campaign vision.
Impact
Masses of audiences flocked to coordinates across the world to witness the activations, with more than 3.3M+ more engaging across social media channels.
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