You’re in the middle of a game but you’re hungry. Dilemma. Agency, Druid Creative Gaming, and Brazilian food brand, Seara, have come to the rescue.
Inspired by Netflix’s latest binge-magnet, Stranger Things, Mind Player turns the power of the mind into real-time control of on-screen characters, freeing players’ hands for other essential activities, such as enjoying the brand’s snacks. The initiative is part of Seara’s partnership with Netflix.
To test the experiment first-hand, Seara invited some of the biggest names in Brazil’s gaming scene, including Gaules, Tettrem, Alice Gobbi and Tuitabi, to experience the activation and demonstrate its effectiveness in a teaser video.
Taking the experience to a larger scale, the brand created a special installation during CCXP25, the world’s largest pop culture event, held in December in São Paulo, Brazil, and attended by around 300,000 people. There, Seara built an environment that recreated the iconic Hawkins National Laboratory, featuring a mysterious atmosphere and a distinctly geek aesthetic.
The initiative is powered by EEG (electroencephalography) technology, a system that captures levels of concentration through brain waves, allowing players to move characters and make in-game decisions without using their hands. Operated by specialist tech company, Leafbone, the experience invited the public to focus on the game while enjoying Seara’s exclusive Stranger Things licensed products inspired by the series, including Chicken Fire Club, Stranger Pizza Cheese and Stranger Pizza Pepperoni.
“At Seara, we believe that innovation and flavour go hand in hand to create memorable experiences. Now, we’ve taken this combination to the next level by bringing cutting-edge technology together with products designed for the fast-paced rhythm of gamers who don’t want to pause their matches to eat. This activation is an invitation for audiences to enjoy a unique experience – to have fun, explore and savour our snacks,” stated Tannia Fukuda Bruno, marketing director at Seara.
“Eating without having to pause has always been a gamer’s dream, just as feeling more connected to the worlds of the series they love. With the help of technology, we were able to bring these two universes together in an experience that could even point to an interesting future for electronic gaming,” added Rafael Hessel, executive creative director at Druid.
More than 1,500 people took part in Mind Player and played using the power of their minds during the event, helping Seara become the most talked-about brand at CCXP25 among more than 130 participating brands, including some of the world’s biggest studios. The plan now is for the activation to continue across other Seara touchpoints throughout 2026, allowing even more people to experience it first-hand.
