Creepy red balloons are popping up all over Sydney, provoking a few spine tingles among the denizens of the city.
This is part of a promotional push to draw attention to the remake of Stephen King's 'It' movie, which hit cinemas this week.
The campaign is the brainchild of Mr Glasses and its sister marketing company Showtime Marketing, which won the contract to promote the film.
The red balloon over the drainpipe comes from one of the most memorable scenes in the original film, with the balloon serving to represent a missing child.
In addition to the creepy balloons, the agency also had street artists visualise Pennywise, the clown, with graffiti around the city.
If these initiatives don't pique the curiosity of moviegoers, then the terrifying trailer might just do the trick.