Paramount+ /
Yellowjackets ‘Eat Your Heart Out’
Paramount+ wanted to create national buzz around the much-anticipated Season 3 of the chilling Yellowjackets Series. We needed to rattle the Hive, fire up die-hard fans, bring new fans into the wilderness and drive subscriptions to Paramount+.
WHAT’S THE PROBLEM?
Food takes on a whole new meaning when things spiral into cannibalism in the series. So, we flipped Australia’s strong foodie culture on its head, challenged one of its strongest taboos, putting Yellowjackets on the menu, and testing the limits of what’s palatable and what’s not.
WHAT WE FOUND
https://concreteplayground.com/sydney/food-drink/yellowjackets-degustation-nel
https://www.buzzfeed.com/angelinebarion/yellowjackets-nel-restaurant?utm_source=dynamic&utm_campaign=bfsharecopy
We partnered with Sydney’s renowned restaurant NEL to create EAT YOUR HEART OUT, Australia’s first-ever cannibal-themed tasting menu. We created an immersive sensory experience that plunged guests into the raw, unforgiving world of the Yellowjackets’ wilderness.
WHAT WE DID/UNCOMMON THINKING
The campaign made a huge media splash with 30+ pieces of coverage and a total earned reach of over 48 million. We had over 1,400 competition entries for a seat at our ‘Degustation to die for’. Over 350,000 views of our content, with engagement rate and watch time smashing industry benchmarks.
HOW WE WENT/UNCOMMON RESULTS/THE WOW