Paramount+ partners with NEL Restaurant for Yellowjackets Season 3

For the first time, Paramount+ Australia has implemented an integrated 'agency village' approach for its Yellowjackets Season 3 campaign, collaborating with DO. Agency, We Are Different, and Hello. The strategy brings together experiential activations, earned media, influencer engagement, digital, and social partnerships to create a multi-channel campaign.

DO. Agency is leading the creative direction, overseeing the Eat Your Heart Out dining experience in partnership with NEL Restaurant. We Are Different is managing earned media efforts, including national coverage and a consumer competition with Urban List, while Hello is driving social content and influencer engagement to maximise audience reach. The campaign aligns with the show’s intense themes, using a high-impact marketing approach to generate buzz.

Paul Coles, owner and managing director of DO. Agency, described the concept as a bold reflection of the show’s mix of survival, psychological horror, and coming-of-age storytelling. "We challenged Chef Nel with a brief that was as unconventional as the show itself: 'How do we serve Jackie's ear on a plate while keeping it refined and fine dining?'" Coles said.

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