Stranger Things is a global phenomenon.
So it’s no surprise that, in its final season, dozens of brands lined up
to be part of it — including Hellmann’s.

But how do you make fans see Hellmann’s not just as a sponsor,
but as one of their own?

We tapped into the show’s most iconic fan symbol:
the Hellfire Club — and its legendary T-shirt.

Then we invited fans to make a simple change:
add five letters and an apostrophe.

In return, they unlocked exclusive experiences, special discounts,
and a wave of perks straight from the Upside Down.

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My Role: Creative Direction