McDonald’s has launched a new campaign to mark the final season of Stranger Things, bringing an upside-down version of Hawkins to Méqui locations across Brazil beginning November 25. The campaign was created by GALERIA.ag and introduces a Stranger Things menu along with themed in-restaurant experiences.
The campaign brings a full 80s vibe and begins with a stunt in which every McDonald’s sign in Brazil and in select Latin American countries starts flickering in a nod to the opening of the film, which appears as a “lost episode” of Stranger Things.
Beyond the film, the campaign continues inside a restaurant where classic arcade machines wrap around ordering kiosks. The brand’s flagship in São Paulo has also been taken over by the Upside Down.
“This collab between McDonald’s and Netflix for Stranger Things goes way beyond a simple partnership – it’s two universes coming together that people already have a real emotional connection with,” said Ilca Sierra, Marketing Director for the Brazil Division at Arcos Dorados.
“We blended flavor, 80s vibes and the atmosphere that defined a generation to create an experience that speaks straight to fans. It just proves that watching the show always feels more complete with Méqui,” Sierra added.
In digital channels, the brand connects with fans through interactive experiences such as the McDonald’s app “Retrospective,” which analyzes user behavior and reveals what kind of adventurer they would be in the Stranger Things universe.
“Our role was to keep that energy flowing through every touchpoint, creating a kind of portal where nostalgia, food and imagination meet and amplify each other,” said Rodrigo Marangoni, Executive Creative Director at GALERIA.ag.
“That’s the moment a campaign stops being just a campaign and starts becoming culture. We had McDonald’s signs flickering across different regions of Brazil, restaurants bringing in arcade machines so people could place their orders, our flagship wrapped in an immersive experience inspired by the series, and some amazing new product innovations to top it all off.”
The campaign will air nationwide in Brazil on broadcast and cable TV, with extensions into OOH and across all of Méqui’s digital channels.
Credits
CCO: Rafael Urenha
Executive Creative Direction: Rodrigo Marangoni
Creative Diection: Gabriel Felde, Victor Capato
Creation: Gabriel Felde, Victor Capato, João Zatoni, Rafael Figueiredo, Daniel Zalaf, Lucas Melo, Marcel Macedo, Lais Delcelo, Caio Oliveira, João Capusso
Image Direction: André Leigo
Account | Operations: Ana Coutinho, Fabio Losso, Ligia Cavalieri, Noelle Duo Silveira, João Pedro Marques, Eli Sabino, Fauzi Awada, Tais Boaventura
Client Approval: Ilca Sierra, Guilherme Coe, Ana Geraldino, Julia Mercer Cruz, Tamires Tavares
Media: Paulo Ilha, Kaline Lessio, Isabella Ferro, Gabriel Cardomingo, Thiago Barbosa, Rafael Piccinini, Lucas Almeida
Strategy: Carol Mello, Rafael Martins, Júlia Ferraz, Michel Nepomuceno, Alana Moraes, Ana Luiza Mello, Arthur Cavalli, Vitor Corrêa, João Victor Cavalcante
Content: Gustavo Komatsu, Michelle Bastos, André Moraes, Beatriz Santana
Influencers: Karen Bartels, Tiago Carvalho, Patricia Laureano, Mylena Fontes and Nathália Belisario.
PR: Patricia Capuchinho, Tercio Silveira Analuá Baptista and Klara Oliveira
Data and Technology: Guido Sarti, Marcelo Azevedo, Bruno Rivas, Gabriella Paiva
Projetos: Michel Ferreira and Ana Taranha
Graphic and Digital Production Direction: Marcos Moura
Artbuyer: Bruna Costa, Morgana Miranda and Maria Eduarda Gonçalves
Digital Production: Gessica Sales e Natassia Santoro
Graphic Production: Leandro Cabral, Leonardo Fioravante, Karine Parpaiola, Tatiana Modesto e Gabriela Correa
Trade Creation: Carlinhos Maia, Marcio Kota, Wesley Farias, Iuri Lima, Beatriz Gomes, Camila Volponi
Finishing Coordination: Pablo Felix
Image Treatment: Cesar Bonfim
Proofreading: Teresa Montes
Integrated Production: Ducha Lopes, Fabio Truci, Carol Araújo, Otávio Veras, Thamires Vieira, Ana Ananias and Cintia Mantero
Legal: Rosimeire Brito, Renata Dentini e Isabelle Versannio
Netflix:
LATAM Brand Partnerships Director: Fernanda Guimarães
Brand Partnerships Manager: Ana Maria Villar
Brand Partnerships Manager: Dida Louvise
LATAM Brand Partnerships Creative Lead: Daniela Albuquerque
Brand Partnerships Creative Manager: Gabriel França
LATAM Brand Partnerships Creative Production Manager: Ricardo Magozo
Head of Licensing, Brazil and SOLA: Joana Portugal
Creative and Product Development Manager: Paulo Vertamatti
Industry Lead: Guilherme Torniero
Client Sales Partner: Anna Mansilla
Illustration Studio: Estúdio CAXA
Image Treatment: Imagefy
Photographer: Napolehto
Producer: Anonymous Content Brazil
Managing Director: Renata Dumont
Senior Executive Producer: Camila Martinez
Head of Production: Lu Martins
Director’s Producer: Flavio Lanfredi
Producer: Lili Bigatello
Executive Assistant: Juliana Costa
Coordination Assistant: Carol Latorre
Coordination Assistant: Dulce Fernandes
Post-production Coordinator Virgini Fares
Post-Production Coordination Assistant Thais Alves
Creative Assistant: Rafael Dicelio
Direction: Vellas
Photography Direction: Will Ectchebehere
1st Direction Assistant: Lu Camargo
2nd Direction Assistant: Leticia Azevedo
2nd Direction Assistant: Audrey Pereira
Production Direction: Magali Heinze
Production Assistants: Maria Eugênia Heinze, Maica Fernanda Lautert, Camila Lautert Porto
Art Direction: Gui Marini
Art Producer: Arthur Serpa
Props Production: Évelyn Bartz
Cast Production: Amanda Michelini
Costume Production: Samy
Location Production: Bruno Palaoro
Makeup: Johnny Left
Food Stylist: Paula Rainho
MOVI/Drone Operator: Renato Passarelli
Editing Suite Assistant: Will Maxwell and Leonardo Garcia
Post-Production Account: Marcio Lovato
Nash
VFX Supervisor: Cirilo Bonazzi
Producer: Flavia Gannam
Conforme: Gabriel Bittencourt
VFX Artists: Alice Villela Andre Neumann Caique Veloso Cirilo Bonazzi Luiz Fernando Tavares Alves Rafael Assoni Rafael Jimenez Renata Prado
Nidai Studio
CG Supervisor/Generalist: Gilmar Moraes
Tracking/Generalist/Look dev: João Paulo Garcia Alves
Tracking/Generalist: Gilson Nisiyama
Audio Production: Evil Twin Music
Music Direction: Peter Sauces, Andre Faria and Murilo Faria
Music Production: Peter Sauces, Andre Faria, Murilo Faria, Chico Reginato and Thales Castanheira
Sfx and finishing: Rafael Vieira, Gustavo Boselli, Andre d’Avila and Paulo Ribeiro
Account / Coordination: Juliana Tangary, Thais Becker, Giuliana Tavares
