Hugh Boys Design Engineer /​ Hardware Lead

ABOUT

Concept
Three of the most fervently loved properties in global pop culture – Kinder Joy, Stranger Things, and Funko Pop! – in one campaign. The brief wasn't to advertise a product. It was to build a set of experiences that fans of all three could genuinely inhabit. UNIT9 produced the campaign end-to-end: AR, film, live activation, and an always-on digital hub – each element a different entry point into the same world, designed to be discovered, played, and shared.

Execution
Four activations, one universe. A mobile WebAR puzzle adventure, unlocked via QR code inside every Kinder Joy egg, challenged fans to solve Vecna's grandfather clock puzzles and free trapped Stranger Things characters – collecting digital rewards along the way. Five FOOH films dropped giant Kinder Joy eggs onto iconic landmarks in London, Hollywood, Pisa, Berlin, and Madrid, cracking them open to reveal Funko Pop! figures as each city flipped into the Upside Down. At Lucca Comics & Games 2025, fans queued to face a live telekinesis vending machine – using their powers to win limited-edition eggs inside the Netflix pavilion. Members of the Stranger Things cast turned up. A dedicated hub on Fandom kept the campaign alive beyond launch, extending its reach into the communities that cared most.

Results
Millions of organic views across the FOOH films. Thousands of fans queued at Lucca – including Stranger Things cast members. A campaign that didn't ask audiences to watch from the outside, but pulled them in.

Additional Information
This note has been added in response to questions from the Shortlisting Jury regarding the integrated nature of the campaign and the scope of the social executions.

On integration:
The campaign was built around a single creative premise — that the Kinder Joy egg had cracked open the Upside Down — which gave every element its shared logic rather than just a shared aesthetic. The FOOH films, the WebAR experience, the Lucca activation, and the Fandom hub weren't produced as separate deliverables for separate briefs. They were conceived together as different ways into the same world: a fan who encountered the films on social, scanned the QR code inside a Kinder Joy egg, attended Lucca, and visited the Fandom hub would find the same story told through a completely different medium each time.
UNIT9 served as sole creative and production partner across all four formats — concept, film production, interactive technology development, hardware engineering, experiential build, and UX/UI design, across five countries simultaneously. The coherence of the campaign was a direct result of every element being conceived and produced within a single structure rather than handed between multiple agencies.

On the social executions:
The five FOOH films were distributed exclusively via social — no paid outdoor placement was involved. Each film was set in a different city (London, Hollywood, Pisa, Berlin, Madrid) and produced to a cinematic standard specifically so it would hold up to scrutiny on a fast-moving social feed. The organic reach they generated came primarily from audiences sharing the films to debate whether the footage was real — a behaviour the format was designed to provoke rather than a side effect of media spend. Performance significantly outpaced typical FMCG benchmarks for organic reach.

MADEIT CREDITS

  • Ferrero (Kinder Joy)Client
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