STRANGER THINGS X MOVISTAR
MEDIA INNOVATION
As Stranger Things reached its final chapter, the challenge was not only to amplify an iconic IP, but to give Movistar a culturally relevant role that could drive subscriptions to the Netflix–Movistar bundle. With friendship and unity at the heart of the series, and human connection central to Movistar’s purpose, the power of human connection became the natural intersection.
We transformed a familiar Movistar asset — its sewer covers spread across the country — into Portals to the Upside Down. These portals highlighted the power of friendship as the gateway for fans to enter the world of the series, using connection as the means to access the final battle through a series of activations.
The idea came to life through an integrated ecosystem: a hero spot to introduce the campaign narrative, physical interventions on sewer covers across Spain creating the Upside Down portals, an outdoor and digital campaign to amplify the idea, and an experiential event at Movistar’s flagship store where the sewer covers became the central axis of the activation.
