Bondi joins global Stranger Things landmark takeover via Akcelo

Bondi Beach is the latest site to fall victim to the Netflix’s Stranger Things global landmark takeover, with a local installation and campaign created in collaboration with Akcelo, Wavemaker, Jack Nimble and Pulse PR.

The ‘upside down’ themed rift installation, measuring 20 by 16 metres in size, appeared on Bondi Beach last Friday as part as Netflix’s global campaign ahead of the return of the new season of Stranger Things to the streaming platform.

While the campaign was part of a coordinated rollout of ‘rifts’ across iconic locations, Mumbrella understands the local brief was to bring a Stranger Things rift to life but ‘make it Australia’.

The local campaign included collaboration with the cast of Australian reality series Bondi Rescue, who featured in social media content posted across Netflix Australia’s social channels.


Other global locations involved in the campaign included the Empire State Building in New York, the Gateway of India in Mumbai and Kuala Lumpur Tower in Menara Kuala Lumpur.

The PR-led campaign was the subject of significant media coverage over the weekend, including Concrete Playground, Pedestrian, Sky News,, Timeout and a string of international online publications.


Local Creative: Akcelo
Media: Wavemaker ANZ
Social: Jack Nimble
Publicity: Pulse PR, part of the Ogilvy group


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