Brief /// Netflix premiered the Fear Street trilogy in July, turning it into the month of terror.
Cultural Insight /// Mexicans have a traditional cure for traumatic events that have been passed from one generation to the next, eating a "bolillo" to overcome fear.
Bolillo /// A small loaf of bread with the ability to erase fear, according to Mexicans.
The Idea /// We wanted to rid them of the fear caused by our very own Bakery of Terror, where we gave out scared visitors the traditional bolillo to help them recover after the fright.
Just as if they were inside a horror movie, people had to survive the most frightening moments of the trilogy: they had to escape the witch’s murderers, make life or death choices, or sacrifice themselves so others could go on, and just after going through such true terror, they would receive their bolillo. On the release day of the last movie, we partnered with Uber Eats to deliver bolillos to every person that couldn't visit us at the bakery using the promo code BOLILLOPALSUSTO the entire city could get their healing loaf of bread without leaving home.
