• the Creel House (yes, with the clock),
• a full tribute wall to Eddie Munson — guitar and all,
• and even a full-scale Demogorgon ready to stare into your soul.

• POS materials
• OOH campaigns
• Instagram & TikTok content
• and activations at Lucca Comics, right inside the Stranger Things pavilion.

• Ferrero’s Kinder Joy x Funko surprise eggs
• Conad’s exclusive point-reward collection

• travel mugs
• glow-effect thermos bottles
• stackable cups
• and accessories that literally light up in the dark.

• Nike
• Burger King
• Coca-Cola — which resurrected “New Coke” as a tribute to Season 3
• Kellogg’s, celebrating Eleven’s legendary Eggo waffles

• brand-planned events
• predictable events (calendar moments)
• geo-localized campaigns
• predictive analysis for future scenarios

• Bottom-up (spontaneous, triggered by an external stimulus such as packaging)
• Top-down (originating from the individual, who is actively searching for a product)

• Emotional valence (whether emotions are positive or negative)
• Arousal (their intensity)
• Motivation (the impulses underlying a given behavior)

• Input (encoding and storage of information)
• Output (recall and recognition of memories)

• Screen Placement: This is the most immediate and visual form: the product is clearly shown through carefully designed shots meant to highlight it. No dialogue, no explanation—just the image doing the talking.

• Script Placement: Here, the product makes its way into the dialogue. This includes verbal mentions, very common in music as well. Just think of songs like 7 Rings by Ariana Grande, where brands such as Tiffany & Co. are explicitly mentioned in the lyrics (“Breakfast at Tiffany’s and bottles of bubbles”).

• Plot Placement: This is the most integrated form: the product is not just present, it becomes part of the plot itself. The Devil Wears Prada is the perfect example. Here, the collaboration between the brand and the film production is explicit, structural and impossible to miss.

• the presence of brands is clearly indicated in the end credits;
• there is no narrative forcing or interruption of the story in favor of the product;
• promotional references to tobacco and pharmaceutical products remain prohibited.

• Instant connection with the audience: animals evoke shared emotions such as sympathy, affection, and empathy.

• Strong symbolic value: animals carry deeply rooted symbolism in our collective imagination. Some associations are well established: dogs convey trust, loyalty, and a sense of family, while horses are often used to communicate strength, speed, and energy—especially in the automotive industry. At the same time, many brands choose to break these traditional patterns, placing animals in unexpected contexts or letting them interact with humans as true co-stars. In these cases, the animal stops being a simple decorative element and becomes a real testimonial, actively contributing to the brand’s storytelling.

• Humanization: when animals are given human traits or behaviors, they become a mirror of our habits and emotions, making identification much easier.

• Spontaneity: they naturally communicate authenticity, making the message feel credible and immediate. All of these elements help make animal-led campaigns especially memorable.

• Instant likability
• Memorability: the animal becomes the symbol of the product, easy to recall even without a slogan or logo.
• Humor and lightness: the bunny’s spontaneous movement makes the ad fun and enjoyable to watch.
• Humanization: while remaining an animal, the bunny takes on very “human” behaviors.

• Normalizes a familiar experience: understanding and light-heartedness are key.
• Turns a “problem” into a benefit: IKEA embraces everyday mishaps and uses them to communicate its value proposition.
• Strengthens brand identity: the message isn’t just “affordable,” but human and family-oriented—perfectly aligned with IKEA’s promise to make everyday life simpler and happier.

Spot 1996

Another Pepsi Commercial with Snoop Dogg for the 2006 Super Bowl

2006 Commercial: Jackie Chan Uses Coca-Cola as a Stunt Double

Spot 2001

Spot 1995

• Win daily kits inspired by the saga
• Enter the draw for the grand prize

• During daylight hours, when those observing the fast cannot eat, digital screens show only empty packaging — the fries container, the burger box — with no appetizing images of food.
• At sunset, at the exact moment of Iftar (the breaking of the fast), the same packaging “fills up” in real time, revealing fries, burgers, and the brand’s iconic dishes.

• Context before content: knowing when to speak can be more important than what is said.
• Technology serving culture: the use of real-time data opens new possibilities for truly dynamic advertising.
• Empathy as a strategic lever: it’s not just about respect; it can create recognition and memorability more effectively than a direct promotional message.

• Out-of-home placements in key areas of the city
• Digital content designed to reinforce message recognition

• Real IKEA co-workers take center stage, photographed inside the store
• This time, they symbolically point the way, connecting the narrative to the actual in-store experience
• The focus shifts from the initial ironic idea to a more tangible representation of the brand and its spaces

• Out-of-home
• Digital channels
• Radio