Dividing Tastes for over 80 Years
Tricky to describe but easy to drink, Jägermeister’s been nightlife’s official
siren song for over 80 years. Yet this legacy was lost in the way the brand
spoke about nightlife.
We centred their voice around being The Life of the Party,
anchored in three key actions—Own It, Unexpect It, Try It.
We had to be unapologetically ourselves, celebrating the
eccentricities that make Jagermeister so iconic. We had to zag
when they zig, celebrating our community and avoiding the
big nightlife cliches. And we had to be true to our legacy.
Staying curious while encouraging our audience to try (almost)
anything once.
anchored in three key actions—Own It, Unexpect It, Try It.
We had to be unapologetically ourselves, celebrating the
eccentricities that make Jagermeister so iconic. We had to zag
when they zig, celebrating our community and avoiding the
big nightlife cliches. And we had to be true to our legacy.
Staying curious while encouraging our audience to try (almost)
anything once.
Special thanks to: Harry Edward (Creative Director), Anna Victor (Project Director), Sam Smith (Design Director),
Ethan Hodson (Senior Designer), Sarah Trounce (Copywriter)
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