Stranger Things fans just got an opportunity to teleport into the universe via Maccas or Méqui as they call it in Brazil.
McDonald’s Brazil has partnered with Netflix to launch one of its most ambitious cultural collaborations yet, celebrating the final season of Stranger Things with a fully immersive nationwide campaign.
The initiative blends Méqui’s nostalgic 1980s roots with the Stranger Things universe, inviting fans to step into an upside-down take on their favourite restaurant.
The campaign, created by GALERIA.ag, launched on November 25 and rolls out across McDonald’s locations, digital platforms and social channels.
In true Stranger Things fashion, the first clue arrived through a flickering stunt in which McDonald’s signs across Brazil and selected Latin American markets appeared to glitch.
“This collaboration between McDonald’s and Netflix for Stranger Things goes way beyond a simple partnership. It is 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.”
A campaign built on 80s nostalgia
The hero film, which plays like a lost Stranger Things episode, sets the tone for a campaign that blurs the line between the show’s universe and everyday McDonald’s experiences.
Arcade machines wrap around ordering kiosks, the flagship restaurant in São Paulo has been transformed into a full Upside Down installation, and the brand is tapping into digital engagement through interactive tools inside the McDonald’s app.
Fans can use the “Retrospective” mobile feature, which analyses their app behaviour and reveals what type of adventurer they would be in the Stranger Things world.
“This campaign works so well because it brings together two worlds that are already part of people’s everyday lives,” said Rodrigo Marangoni, Executive Creative Director at GALERIA.ag.
“When we realized that Méqui and Stranger Things share the same emotional territory, we understood we were not just making a film. We were building an experience that unfolds on every front.”
A menu straight from the Upside Down
As part of the takeover, McDonald’s has launched Stranger Things inspired menu items available across Brazil.
The lineup includes two sandwiches served on inverted buns: the Stranger Burger Sandwich made with a beef patty and the Stranger Chicken Sandwich featuring a breaded chicken breast fillet. Both come with maple barbecue sauce, crispy onions, bacon, cheddar and mayonnaise.
The Hawkins McFloat offers a mix of Coca-Cola and vanilla dairy topping, while desserts include:
• Walkie Torta, a red berry filled pie with cocoa crust
• Scoops Sundae topped with strawberry sauce, puffed rice and spiced caramel
• Code Red McColosso with chocolate or caramel sauce, puffed rice, spiced caramel and Biju Black wafer pieces
Beginning November 25, the menu is available nationwide via the Méqui app, McDelivery, Drive-Thru, kiosks or counter service. For delivery orders, McDonald’s has partnered exclusively with iFood to offer free delivery on Stranger Things McOferta purchases.
A nationwide, multi-month rollout
The integrated campaign will run for three months across broadcast and cable TV, out-of-home placements and all Méqui digital channels. Restaurants across the country have adopted elements of the Upside Down theme, turning everyday visits into Stranger Things inspired moments.
With an iconic global franchise, bespoke product innovation and a wide-reaching media push, the campaign cements McDonald’s Brazil as one of the brand’s most culturally connected markets.
Long list behind the final product
Titles: Stranger Things
Duration: 3 months
Client: McDonald’s
Product: Advertising Production F&B K&F
Campaign: Strange Cravings for Méqui
Agency: GALERIA.ag
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