We picked several cities with “IT” in their names to launch the series ‘IT: Welcome to Derry’ on HBO Max.
In ITabira, the hometown of Carlos Drummond de Andrade: “Here, poetry makes you float. In Derry, it's something else.” In ITu, where everything is huge: “Here, even fear is big. But in Derry, it’s much bigger.” In Itajaí: “Scared yet? You will be.” These billboards acted as invitations for the public to get into the mood of the series.
That’s how Curitiba, Itanhaém, Itaboraí, and many other cities received exclusive billboards that blended horror with local culture. Each piece highlighted the city’s name, drawing attention to the “IT” within it, paired with a unique phrase tailored to that location, tapping into a fear, legend, or distinctive trait of the region.
IT is an icon of pop culture and horror. So we brought the atmosphere of Derry, where the story takes place, in an equally iconic way: Brazilian style, with humor and local references. We used regional elements to make people feel like “IT” might be closer than they think.
Beyond the billboards, the series’ chilling vibe also took over the radio with broadcasts “straight from Derry.” Over an entire day of programming, 89 FM listeners were startled by mysterious interruptions with 1960s-style sound design, reporting child disappearances and even featuring fake commercials from the era, all without revealing it was an ad campaign. The result was a strange feeling that something was wrong, just like in Derry.
That’s how Curitiba, Itanhaém, Itaboraí, and many other cities received exclusive billboards that blended horror with local culture. Each piece highlighted the city’s name, drawing attention to the “IT” within it, paired with a unique phrase tailored to that location, tapping into a fear, legend, or distinctive trait of the region.
IT is an icon of pop culture and horror. So we brought the atmosphere of Derry, where the story takes place, in an equally iconic way: Brazilian style, with humor and local references. We used regional elements to make people feel like “IT” might be closer than they think.
Beyond the billboards, the series’ chilling vibe also took over the radio with broadcasts “straight from Derry.” Over an entire day of programming, 89 FM listeners were startled by mysterious interruptions with 1960s-style sound design, reporting child disappearances and even featuring fake commercials from the era, all without revealing it was an ad campaign. The result was a strange feeling that something was wrong, just like in Derry.
