Hawkins, Indiana is the site of the events in Stranger Things, seasons 1 and 2. But, it does not exist in reality.
In a 'strange' and creative twist of advertising, the marketing department for the very popular Netflix series Stranger Things has created an excellent example of brand stretching.
As it applies to Design Thinking, this branding campaign empathized with its target (the show's fans), and fulfilled the fans' need to engage with the world created by the show. The communications company did a good job of seeing things from the fans' point of view.
So, filling a need in branding (an emotional connection) is different than in design (where you would make an object to fulfill a need).
Check it out here:
http://www.adweek.com/brand-marketing/netflixs-latest-stranger-things-treat-hawkins-power-and-light-ads-with-a-working-number/
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