Most people don’t realize that this weird drink that makes nights crazy is also crafted like crazy out of 56 ingredients from around the world, aged in oak barrels. This campaign tells that story with puzzles of exactly 56 wooden parts.
The oak art went on a tour of bars and extended into hand-painted murals around the country, plus print and social content.
Before the message shifted to craft, we highlighted how Jagermeister, more than any other drink, can make a night insane.
But nobody likes being told exactly what makes for a cool or fun time, so in this pitch-winning campaign, I just gave context clues around modern, legendary nights.
“Jäger night” ads were balanced against craft messages:
And for Jägermeister especially, the best way to drink responsibly is to grab a taxi.
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