Full 360 integrated campaign for a German alcohol brand, Jägermeister
ROLE: CONCEPTION, VIDEO PRODUCTION, CREATIVE DIRECTION, CASTING, COPYWRITING, EVENT PLANNING, APPAREL DESIGN
DELIVERABLE: VIDEO, COPYWRITING, PHOTOGRAPHY, MEDIA
DATE: OCT 2021
SUMMARY
Jagermeister has been at the forefront, mastering their craft, and has continuously strived to produce spirits of the highest quality for more than 80 years, enjoyed by millions of people on a variety of occasions, especially through nightlife culture. As a social brand, the company wanted our help to craft an integrated campaign that would protect the nightlife culture in Japan.
DOCUMENTARY
We released a launch documentary featuring a wide spectrum of key contributors that represent Japan’s nightlife community, highlighting their hard work and passion. The film rediscovers the beauty of Tokyo’s nightlife, providing the artists and staff a platform to unify their voices, sharing the importance of nightlife for society and how it deserves to be preserved. We asked them: “What does nightlife mean to you?” Their answers demonstrated that nightlife is not just a party, it is the foundation of culture. The documentary was a combination of talking head, kinetic visuals, Tokyo’s cityscape b-roll, artist’s portraits, performance, and night lifestyle. We wanted the viewers to feel hopeful, inspired, and optimistic that nightlife culture will be back but in a new form of creativity.
THE CHALLENGE
The nightlife culture in Japan is perceived with more of a negative connotation with a lack of social acceptance in comparison to other areas of the world. Jagermeister wanted to bring back the community in a positive manner that would highlight the importance of the artists, DJs, club owners, and club-goers as they are all essential drivers that help create the nightlife culture. But with the pandemic putting social gatherings and events on hold, we saw the market go down. Jagermeister is known as a cultural asset, bringing people together on social occasions, a centuries-old tradition that we believed could bring back Tokyo’s nightlife in a more positive aspect in parallel with the pandemic.
THE CAMPAIGN
The integrated campaign was stretched out into four different phases, capturing all elements that makeup Tokyo’s nightlife culture including a documentary film, collaboration with Tokyo Vitamin, media tie-up, music video production, apparel design, and club events celebrating the beauty of music and art. This campaign was a way to bring back the community that felt lost, distant and worried.
Jagermeister’s mission is to create “the best nights of your life” shaping the future of nightlife. To further satisfy the demographic, we took their mission and implemented it into the campaign.
The pandemic did not matter to Jagermeister, what mattered was to make sure the creativity continues to flow now and into the future, which is why this campaign focused heavily on passionate and upcoming artists and creatives. Providing a stage to not only perform but to voice themselves to why nightlife is worth protecting.
Throughout the four phases, we showcased the importance of nightlife, how it impacts the community with a positive influence, and providing the resources to keep the creativity and culture going, to avoid jeopardizing the future of Tokyo’s nightlife.
APPAREL DESIGN AND MEDIA TIE-UP
In Japanese, “Hako” means the space for creatives to express themselves, connect with new people, and perform. It is a significant part of nightlife culture. To communicate this, we approached the campaign by partnering with Solfa Nakameguro, a key contributor to the nightlife scene. We created a limited capsule collection of tote bags, t-shirts, and masks, designed by the Solfa Nakameguro team. Along with this execution, we tied up with Droptokyo, the biggest culture and lifestyle media, and cast 15 upcoming creatives wearing the designed items. This was a huge success, with all items sold out on Solfa’s eCommerce platform.
TOKYO VITAMIN
One of the overarching themes of this campaign was to collaborate with a series of underground artists and creatives who are shaping Tokyo’s music and nightlife scene. Jagermeister selected Tokyo Vitamin as part of the campaign due to their influence and connection to Tokyo’s music community. They cover a lot of ground from music, fashion, and events, and through their influence, they were a contributor for this project at large, and as result, we produced three music videos, published a photo book, and hosted events that brought the community under one roof again.
