This was the darkest series of the show so far so it deserved a suitably dark launch.
It began with a set of 80’s inspired OOH posters containing cryptic clues leading fans to an immersive experience of the Upside Down.
Once there they found a rift that had been gradually getting bigger and bigger for the days leading up to the launch until it was big enough to walk through.
Stepping inside you entered a 17m slime dripping, damp smelling tunnel and “enjoyed” a multi-sensory journey to an upside down pizza joint with actors guiding them throughout.
After giving people the fright of their life they were rewarded with a limited edition ‘Demogorgonzola’ pizza, because there’s nothing a flat base of leavened dough can’t fix.
After hearing about the event on various social media platforms, fans travelled from as far afield as Italy, Latvia and the US to experience it for themselves.
AWARDS
British Arrows – Immersive Experiences – Bronze
Clio Entertainment – Clio Grand
Clio – Design Craft – Bronze
Clio – Print & Out Of Home Craft – Bronze
Creative Circle – Best Outdoor Craft Art Direction
Creative Circle – Best Immersive Experience
Creative Circle – Best Promotional Event
Creative Circle – Best Use of Events & Stunts
AGENCY: BBH London
ECD: Helen Rhodes
CD: Dillah Zakbah, Adam Newby
CREATIVE: Wil Maxey, Elliott White, Christine Turner, Kevin Masters