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.