McDonald’s Brazil is pulling fans straight into the Upside Down. To celebrate the final season of Stranger Things, the brand has launched a sweeping, nostalgia-soaked campaign that transforms everyday McDonald’s moments into a full Hawkins experience, complete with flickering signs, arcade-wrapped kiosks and a menu straight out of an “alternate dimension.”
The campaign, created by GALERIA.ag, debuted November 25 with a cinematic spot that plays like a “lost episode” of the series. In a stunt that lit up social media, Méqui signs across Brazil, and select markets throughout Latin America — began flickering simultaneously, echoing the supernatural cues fans know all too well. Watch below:
“This collab between McDonald’s and Netflix goes way beyond a simple partnership — it’s two universes coming together that people already have a real emotional connection with,” says 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.”
Inside restaurants, the franchise is pushing the immersion even further. Ordering kiosks have been transformed into retro arcade machines, and Méqui’s flagship in São Paulo has undergone a full Upside Down takeover, offering an Instagram-ready dive into Hawkins’ eerie charm.
Digital extensions bridge the real and upside-down worlds, including an interactive “Retrospective” inside the McDonald’s app that analyzes user behavior to reveal what type of Stranger Things adventurer they would be.
“This campaign works so well because it brings together two worlds already in people’s everyday lives,” says Rodrigo Marangoni, Executive Creative Director at GALERIA.ag. “The idea was to create a portal where nostalgia, food and imagination meet — something that starts as a film but turns into culture across every touchpoint: the restaurant, the app, Drive-Thru, delivery, OOH, social, everything.”
The campaign rolls out nationwide across broadcast TV, cable, OOH and Méqui’s full suite of digital channels.
A Menu from the Upside Down
To mark the occasion, McDonald’s is introducing a limited-edition Stranger Things menu featuring sandwiches flipped upside-down. The Stranger Burger (100% beef) and Stranger Chicken Sandwich (breaded chicken breast) feature maple barbecue sauce, crispy onions, bacon, cheddar and mayonnaise — all served on reversed buns.
Drinks and desserts also get the Hawkins treatment. The Hawkins McFloat mixes Coca-Cola with a vanilla dairy topping, while the dessert lineup includes:
• Walkie Torta: red berry–filled pie with a cocoa crust
• Scoops Sundae: strawberry sauce, puffed rice and spiced caramel-flavored topping
• Code Red McColosso: available with chocolate or caramel sauce, puffed rice, spiced caramel topping and Biju Black wafer pieces
Beginning November 25, the whole menu is available nationwide through the Méqui app (Order and Pick Up), McDelivery, Drive-Thru, kiosks and counter service. McDonald’s has also partnered with iFood to offer free delivery exclusively on Stranger Things McOferta orders.
CREDITS:
BRAND: Netflix
- LATAM Brand Partnerships Director: Fernanda Guimarães
- Brand Partnerships Managers: Ana Maria Villar, 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
AGENCY: GALERIA.ag
- CCO: Rafael Urenha
- Executive Creative Direction: Rodrigo Marangoni
- Creative Direction: 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
- Accounts and 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, Nathália Belisario
- PR: Patricia Capuchinho, Tercio Silveira, Analuá Baptista, Klara Oliveira
- Data & Technology: Guido Sarti, Marcelo Azevedo, Bruno Rivas, Gabriella Paiva
- Projects: Michel Ferreira, Ana Taranha
- Direction: Marcos Moura
- Artbuyers: Bruna Costa, Morgana Miranda, Maria Eduarda Gonçalves
- Digital Production: Gessica Sales, Natassia Santoro
- Graphic Production: Leandro Cabral, Leonardo Fioravante, Karine Parpaiola, Tatiana Modesto, 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, Cintia Mantero
- Legal: Rosimeire Brito, Renata Dentini, Isabelle Versannio
Illustration, Photography & Image
- Illustration Studio: Estúdio CAXA
- Image Treatment: Imagefy
- Photographer: Napolehto
PRODUCTION COMPANY: Anonymous Content Brazil
- Director: Vellas
- Director of Photography: Will Ectchebehere
- 1st Assistant Director: Lu Camargo
- 2nd Assistant Directors: Leticia Azevedo, Audrey Pereira
- Managing Director: Renata Dumont
- Senior Executive Producer: Camila Martinez
- Head of Production: Lu Martins
- Director’s Producer: Flavio Lanfredi
- Producers: Lili Bigatello
- Executive Assistant: Juliana Costa
- Coordination Assistants: Carol Latorre, Dulce Fernandes
- Post-production Coordinator: Virgini Fares
- Post-production Coordination Assistant: Thais Alves
- Creative Assistant: Rafael Dicelio
- Production Direction: Magali Heinze
- Production Assistants: Maria Eugênia Heinze, Maica Fernanda Lautert, Camila Lautert Porto
- Art Direction: Gui Marini
- Art Producer: Arthur Serpa
- Props Production: Évelyn Bartz
- Cast Production: Amanda Michelini
- Costume Production: Samy
- Location Production: Bruno Palaoro
- Makeup: Johnny Left
- Food Stylist: Paula Rainho
- MOVI/Drone Operator: Renato Passarelli
- Editing Suite Assistants: Will Maxwell, Leonardo Garcia
- Post-production Account: Marcio Lovato
VFX: Nash
- VFX Supervisor: Cirilo Bonazzi
- Producer: Flavia Gannam
- Conform: Gabriel Bittencourt
- VFX Artists: Alice Villela, Andre Neumann, Caique Veloso, Cirilo Bonazzi, Luiz Fernando Tavares Alves, Rafael Assoni, Rafael Jimenez, Renata Prado
CG: Nidai Studio
- CG Supervisor / Generalist: Gilmar Moraes
- Tracking / Generalist / Look Dev: João Paulo Garcia Alves
- Tracking / Generalist: Gilson Nisiyama
AUDIO: Evil Twin Music
- Music Direction: Peter Sauces, Andre Faria, Murilo Faria
- Music Production: Peter Sauces, Andre Faria, Murilo Faria, Chico Reginato, Thales Castanheira
- SFX & Finishing: Rafael Vieira, Gustavo Boselli, Andre d’Avila, Paulo Ribeiro
- Account / Coordination: Juliana Tangary, Thais Becker, Giuliana Tavares
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