Turning the city itself into the campaign medium — Movistar's sewer covers became portals to the Upside Down.
Make Movistar the network that connects our world to Hawkins.
How the case was engineered
Section A–A′ / 06 phasesCarrying the story isn't owning it.
Movistar is Spain's leading telco and the home of Stranger Things — official partner of the final season. But distribution isn't ownership. A network can carry culture for years and still have no place inside it.
A logo in a montage converts no one.
Telco partnership ads are montages: several shows, several partners, one blur. Nothing to identify, nothing to feel, no reason to subscribe. To turn fan desire into subscriptions, Movistar had to stop advertising the story and put fans inside it.
The world you love never touches the one you live in.
We commute, work, walk the same streets. And separately, we live inside stories that matter more to us than most of it. Those two worlds never meet. Fans didn't want more content — they wanted Hawkins to break into their street.
A network connects worlds. So does a rift.
Stranger Things is a story about two worlds bleeding into each other. Movistar exists to connect worlds. Both truths meet in one object: the manhole cover under the street — infrastructure and threshold at once.
The city is the portal.
Movistar owns thousands of manhole covers across every city in Spain. That buried network became the medium — its own infrastructure turned into gateways to the Upside Down.
Fans hunted the streets to find the way in.
A custom cover, cast in wrought iron, fusing both brands into a single object. Fans had to track them down to enter the final battle — fought at Movistar's Madrid flagship, where they physically stepped into the Upside Down.
