The Spark

Netflix knew regular trailers wouldn't cut it for Stranger Things Season 4 – this show deserved hype from another dimension! They partnered with Cannes and challenged young creatives to unleash their inner mad scientists of marketing. The mission? Infiltrate social media feeds with an irresistibly sharable campaign.

The Idea

 Recognising that personal recommendations often trump algorithms on social media, the campaign focused on shareable, immersive content. The goal was to blend seamlessly into users' feeds with elements inspired by the series, sparking excitement and encouraging organic buzz. Think cryptic clues, immersive challenges, and shareable content designed to make everyone go, "Did you see that?!" This wasn't about replacing traditional trailers and posters; it was about amplifying their impact with a user-driven, participatory approach. 

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