Young.Monks is an international competition for the next generation of creative talent developed in collaboration with advisors from the Cannes Lions Festival of Creativity and Netflix. In the Innovation category, the brief was to develop an innovative campaign for the new season of Stranger Things that changes the traditional launch in an exciting way.
We discovered the show‘s characters fighting against the evil matching with today‘s generation campaigning for a better climate. Increasing climate catastrophes like wildfires show images that resemble the Upside Down from Stranger Things, giving powerful visuals that draw the attention to the need to prevent the Upside Down from becoming our reality.
Partner in crime: Tobin Hecker (Concept)
With each series launch from Netflix we draw the attention to a socially relevant issue, following the mission in taking the next step of changing the world. With Stranger Things we challenge the boundaries between science fiction and reality and move people to action against wildfires through an immersive experience, going beyond of how people can experience their series.
Fans are able to visit the past locations of the California wildfires from any place in the world. There is much to discover, from real-life escape simulations to the stories of victims giving a deep insight into the Upside Down reality.
In order to actively help, we auction burnt items in a linked online shop, which benefits the reconstruction and prevention of wildfires. In this way, we create valuable mementos as well as artistic memorials for a better world.
Our idea ended up among the top 15 out of 548 submissions worldwide.