São Paulo: McDonald’s Brazil is taking fans deep into the world of Stranger Things with a landmark collaboration that transforms the brand’s restaurants, digital platforms and customer experiences into an immersive adventure inspired by the show’s final season. To mark the Season 5 premiere, McDonald’s has launched an expansive 360-degree campaign created by GALERIA.ag, turning its outlets across Brazil into portals to the Upside Down.
The campaign officially kicked off on November 25 with the debut of a cinematic film—conceived as a “lost episode” of the series—alongside the rollout of a limited-edition Stranger Things menu in restaurants nationwide. From surreal visual cues to 80s-inspired storytelling, the initiative brings to life the mystery, nostalgia and atmospheric tension synonymous with the global hit.
“This collab between McDonald’s and Netflix for Stranger Things goes way beyond a simple partnership – it’s two universes coming together that people already have a real emotional connection with. Méqui has always been part of the conversations that count, whether on social media or in everyday life, and bringing that same warmth and nostalgia to a cultural hit like Stranger Things is really special. 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,” says Ilca Sierra, Marketing Director for the Brazil Division at Arcos Dorados.
The campaign’s dramatic launch featured a nationwide stunt—McDonald’s signs across Brazil and select Latin American markets began flickering, a direct homage to the show’s opening sequences. This symbolic “glitch” served as the first clue that Méqui was slipping into the Upside Down.
The experience extends into the physical restaurants as well. At McDonald’s flagship in São Paulo, the entire store has been reimagined as an Upside Down takeover, while arcade-inspired designs wrap the self-order kiosks, turning a simple purchase into a nostalgic 80s encounter.
Digitally, the brand continues its immersive push with interactive touchpoints on the McDonald’s app. The “Retrospective” feature analyzes user behavior to reveal what type of adventurer they would be within the Stranger Things universe—connecting fans more deeply to the story.
“This campaign works so well because it brings together two worlds that are already part of people’s everyday lives. When we realized that Méqui and Stranger Things share the same emotional territory, we understood we weren’t just making a film – we were building an experience that unfolds on every front. The magic happens when the story jumps off the screen and shows up in the restaurant, in the app, at the Drive-Thru, in delivery, on social media and in every sign people see along the way. Our role was to keep that energy flowing through every touchpoint, creating a kind of portal where nostalgia, food and imagination meet and amplify each other. That’s the moment a campaign stops being just a campaign and starts becoming culture. We had McDonald’s signs flickering across different regions of Brazil, restaurants bringing in arcade machines so people could place their orders, our flagship wrapped in an immersive experience inspired by the series, and some amazing new product innovations to top it all off,” says Rodrigo Marangoni, Executive Creative Director at GALERIA.ag.
The campaign is running across broadcast and cable TV, with strong presence in OOH and all Méqui digital platforms.
A Menu from the Upside Down
As part of the initiative, McDonald’s is introducing a limited-edition Stranger Things-themed menu featuring bold flavor twists and thematic nods to the series.
Two new sandwiches, both served on flipped buns, headline the menu:
- Stranger Burger Sandwich – 100% beef patty
- Stranger Chicken Sandwich – breaded 100% chicken breast
Both are topped with maple barbecue sauce, crispy onions, bacon, cheddar cheese and mayonnaise. The beverage offering includes the Hawkins McFloat, combining Coca-Cola with a vanilla-flavored dairy topping.
Dessert innovations include:
- Walkie Torta – red berry-filled pie with a cocoa crust
- Scoops Sundae – strawberry sauce, puffed rice, and spiced caramel-flavored topping
- Code Red McColosso – chocolate or caramel versions with puffed rice, spiced caramel topping and Biju Black wafer pieces
Starting November 25, the full menu is available across all McDonald’s restaurants in Brazil via the Méqui app, Order and Pick Up, McDelivery, Drive-Thru, kiosks and front counters. An exclusive partnership with iFood offers free delivery on Stranger Things McOferta orders.
Campaign credits
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
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 Assistant: Will Maxwell and Leonardo Garcia
Post-Production Account: Marcio Lovato
Nash
VFX Supervisor: Cirilo Bonazzi
Producer: Flavia Gannam
Conforme: Gabriel Bittencourt
VFX Artists: Alice Villela Andre Neumann Caique Veloso Cirilo Bonazzi Luiz Fernando Tavares Alves Rafael Assoni Rafael Jimenez Renata Prado
Nidai Studio
CG Supervisor/Generalist: Gilmar Moraes
Tracking/Generalist/Look dev: João Paulo Garcia Alves
Tracking/Generalist: Gilson Nisiyama
Audio Production: Evil Twin Music
Music Direction: Peter Sauces, Andre Faria and Murilo Faria
Music Production: Peter Sauces, Andre Faria, Murilo Faria, Chico Reginato and Thales Castanheira
Sfx and finishing: Rafael Vieira, Gustavo Boselli, Andre d’Avila and Paulo Ribeiro
Account / Coordination: Juliana Tangary, Thais Becker, Giuliana Tavares
