Sydney pedestrians encountered an unsettling sight over the weekend as nine women dressed identically to the heroine of the mysterious horror trailer Don’t Let the Dryness Get You appeared across the city, bringing the trailer’s fictional world into everyday life.
The stunt forms part of an unconventional Halloween campaign developed by independent creative agency Five by Five Global, spanning cinematic out-of-home advertising, movie-style posters, social content and a dedicated website, all designed to build intrigue around the mysterious trailer.
Set in a deserted underground train station, Don’t Let the Dryness Get You introduces an unsettling entity known only as The Dryness, accompanied by the haunting line: “All it has to do is wait.”
Taking the horror beyond the screen, the nine identically dressed women created an eerie spectacle across Sydney’s streets, designed to make passers-by look twice and encourage speculation about the trailer.
Adding another dimension, an original soundtrack, All It Has To Do Is Wait, was released under the artist name Emmie Noll across major streaming platforms. DJ collaborations and engagement with film, horror and entertainment creators are also helping extend the mystery into music and online communities.
The activity builds towards Halloween night on Saturday 31 October, culminating in an event hosted at The Old Clare Hotel in Sydney, bringing the trailer’s unsettling atmosphere into a live setting.
“Horror works best when something familiar suddenly feels wrong. We wanted to take that feeling beyond the trailer and into places people wouldn’t expect it,” said Mark Anderson, managing director of Five by Five.
“Nine women dressed identically, appearing across Sydney, creates exactly that sense of unease. By connecting the stunt with outdoor, music, creators and live experiences, we’ve created something people can encounter and discover for themselves, rather than simply watch.”
Credits:
Account Lead: Julia Read, Five by Five Global
Creative Director: Nick Snelling, Five by Five Global
Production: Qube Productions
Media: This is Flow
Social & Influencer Lead: Jessica Pulo, Five by Five Global
Agency/Project Lead: Mark Anderson, Five by Five Global
