Mind Player
Open the game- Brand
- Seara
- Objective
- Product launch
- Industry
- Food & drink
- Platform
- Web
- Agency
- DRUID Creative
Objective
Seara, a Brazilian snack brand, partnered with Netflix to launch a Stranger Things-themed product line. The campaign tackled a fundamental gamer problem: avoiding eating during play to keep hands clean. The objective was to create an engaging branded experience that resolved this tension while introducing consumers to Seara's Netflix collaboration products.
Solution
Mind Player is an interactive gaming installation powered by EEG (electroencephalography) technology that enables players to control in-game characters using only their brainwaves, inspired by Eleven's telekinetic abilities in Stranger Things. Participants wear EEG headsets that translate neural signals into real-time game commands, allowing them to play hands-free while sampling Seara's licensed snacks including Chicken Fire Club and Stranger Pizza variants. The activation was centered at CCXP (Comic Con Experience), the world's largest pop culture festival, where a specially designed installation recreated the iconic Hawkins National Laboratory atmosphere. The experience was developed by DRUID Creative in collaboration with Jamute, Leafbone, and MAGMA.
Results
Over 1,500 participants engaged with Mind Player during CCXP25 in December 2025. The campaign earned recognition with a D&AD Wood Pencil award in the Gaming & Virtual Worlds category. Seara planned to extend the activation across additional brand touchpoints throughout 2026.
