Page 60 - AdNews magazine Mar-Apr-May 2023

Jack Nimble and Wavemaker
“As this was a global campaign, we needed global approval on the final content, which we knew would impact the speed of deliv- ery. To combat this, we wrote a witty and culturally in-tune script for global sign off, and then planned a pre-shoot day where we strategically filmed all the scenes with the lifeguards pretending the portal was unfolding in front of them. This meant that we had the majority of the edit signed off by global ahead of the launch day, and only needed a few pickup shots of the activation on launch day, which we intercut into the final video.
“With this clever and nimble production approach, it meant we were able to finalise our edits with a complete sound design, grade and VFX before 5pm the same day as the activation. This ensured Netf lix was able to have high-quality social media content live on the same day, which sparked a whole new conversa- tion about the activation.”
The Stranger Things x Bondi Rescue mashup video content achieved 3.5 million organic views across social media, 1.8 million organic views across Facebook, over 45k engagements on Facebook and became Netf lix’s most-viewed Instagram Reel of 2022 (at the time of release).
BEST USE OF CONTENT WINNER
SPONSORED BY ACM
Akcelo won Best use of Content, sponsored by ACM, for ‘Stranger Things meets Bondi Rescue’ for Netflix Australia.
Finalists: CHEP Network (‘Performance Enhancing Music’ for Samsung); The Hallway (‘Boys Do Cry’ for Gotcha4Life Foundation); OMD (‘Macca’s Famous Orders with The Kid LAROI’ for McDonald’s); and Jack Nimble (‘Meet the Flippers’ for Gumtree Australia).
Judges said: “A geek’s dream crossed with reality television. Who could resist the story of an alien being found on an iconic beach by Bondi Rescue? All in the name of Netf lix and Stranger Things. Nicely written, with humour. A portal to another universe off just the bus to Bondi Junction?”
Jack Nimble, Wavemaker and Akcelo: “To mark the release of Stranger Things Season 4, Netflix wanted to get internet pop culture
J
ack Nimble, Wavemaker and
fans (and loyal Stranger Things fans) to spark anticipation and con- versation about the return of the series by taking them back to the upside down through a series of hyper-local immersions.
“In Australia, Netflix (via Akcelo and Wavemaker) was plan- ning to bring a gigantic portal to the upside down to Bondi Beach. Jack Nimble’s task was to bring the activation to life with social media content, leveraging the Bondi Rescue team to help break the news and create buzz in a joyfully unexpected way.
“With the activation only live for a day, we needed to ensure that our social media content was released the day of launch. With an ambi- tious idea to shoot a mockumentary style episode of Bondi Rescue with non-actors in an extremely tight time frame, it meant we needed to be creative and nimble in our pro- duction approach.
Stranger Things meets Bondi Rescue