REF: MF-02 · LÁMINA 03/07
Media Innovation · Integrated CampaignMOVISTAR
Movistar — Netflix IP · Final Season
REF: MF-02 · LÁMINA 03/07
Media Innovation · Integrated CampaignMovistar — Netflix IP · Final Season
01 — The Challenge
As Stranger Things reached its final chapter, the objective was twofold: amplify one of Netflix's most iconic IPs and use it to drive subscriptions to the Netflix–Movistar bundle. But the real challenge was harder than that.
In a category where telecoms struggle to generate cultural relevance beyond product and price, the campaign needed to give Movistar a genuine, earned role inside the world of the series — not a badge, not a logo on a poster. Something that felt like it belonged there.
Strategic Intersection
Friendship and human connection sit at the heart of Stranger Things — it's the force that holds the group together across five seasons. Human connection is also central to Movistar's brand purpose: it exists to connect people.
The power of human connection was the natural territory where both worlds meet. Not a manufactured overlap — a structural truth that made Movistar's role inside the story feel inevitable rather than commercial.
02 — Portals to the Upside Down
"We transformed a familiar Movistar asset — its sewer covers spread across every city in Spain — into Portals to the Upside Down. The infrastructure that connects people above ground became the gateway to another world below it."
The creative idea turned Movistar's existing physical infrastructure into the medium itself. Sewer covers — ubiquitous, functional, invisible to most — became entry points into the Stranger Things universe. The familiar Movistar asset was reframed as something extraordinary: a portal between worlds, powered by the same force that connects people across both — human connection.
These portals were the visual and narrative expression of what the Netflix–Movistar bundle actually does: it opens a door to another world, and it does it through the power of connection.
03 — Integrated Ecosystem
Hero Spot
NARRATIVE LAUNCH
A hero film introduced the campaign concept — establishing human connection as the force that opens portals between worlds and between people. It grounded the idea emotionally before the physical and experiential layers activated across the country.
Physical Intervention
SEWER COVERS ACROSS SPAIN
Movistar's sewer covers across Spain were transformed into visual Portals to the Upside Down. An outdoor and digital campaign amplified the interventions, turning local discoveries into national conversation — and driving fans toward the Movistar flagship event.
Experiential
FLAGSHIP ACTIVATION
The sewer covers became the central axis of an immersive activation at Movistar's flagship store — where fans could step inside the Upside Down. The Netflix–Movistar bundle was the entry mechanism, directly connecting the entertainment experience to the commercial objective.
Hero Spot — Portals to the Upside Down
04 — Campaign Visuals
Next Case
DORITOS × STRANGER THINGS
