Stranger Things The Upside Down Under

Bring The Upside Down, Down Under.

After two long years of waiting for the fourth season of Stranger Things, we wanted to give Aussie fans a launch they'd never forget. So, we brought The Upside Down Under.
To make this a truly unique Aussie experience—we took over the world-renowned Bondi Beach; and that took over global headlines. We started by tearing open a massive 25m x 21m rift to the Upside Down on the sands of Bondi. Then, to add to the drama of the event, we brought in containment officers in yellow hazmat suits to conduct experiments on the Rift. Complete with creepy sounds from the show while they poked, prodded, and tested it. To make it official, we enlisted help from the Bondi Rescue lifeguards. They “found” the rift, investigated it and interacteracted with the large crowd of beach-goers, even helping them sneak up for a cheeky peek and photo op.

Bondi photography legend Aquabumps captured all the action in a way only he could.

We also hijacked the front and back covers, plus the inside pages of one of the country's leading newspapers - The Sydney Morning Herald. Inside the takeover was exclusive coverage by Stranger Things' newspaper The Hawkins Post featuring five satirical articles full of easter eggs all relating Bondi being taken over by The Upside Down.

The launch was part of a Netflix created a global takeover on a scale that the world had never seen.
New York to Saudi Arabia, London to Kuala Lumpur, the Upside Down broke through into our world, and we brought the Rift to Sydney’s iconic Bondi Beach.

Production: Akcelo
Social Production: Jack Nimble