Defining new cultural and commercial context for Jägermeister as Gen Y and Z leave shots behind.
Brand Proposition Development
Creative Direction (oversee teams and specialists)
Campaign / Branding Creative
Art Direction & Copywriting
Cold Brew Creative: Simon Nichols
Manifest Director: Ned Champain
The spirit of reinvention.
Jägermeister is a fantastic independent spirit brand, inextricably linked with the fiercely creative culture of Berlin. I led the below-the-line creative for the pitch that fought off 53 (!) other agencies and won Jägermeister as a new global client. What followed was 3 years of intense, complex and creative work. Consumption behaviour is different in every market. Brand lifecycle is at different stages all over the world. But one thing is consistent: spirits are no longer the cornerstone of nightlife for the young urban consumer.
Our role was two-fold: drive reappraisal and support innovation. We developed a global brand platform that would encourage young people to consider Jägermeister earlier in the night as part of a mixer (the kids don’t do late night shots anymore). ‘Be The Meister’ championed disruptive craft: using ambassadors from the world’s of music, fashion, film, sport and mixology to paint a new picture of Jägermeister and where it features in the night. I built the experiential and content framework for this that became the blueprint for all BTL activity.
And to support innovation, we created a range of campaigns around Jägermeister NPD, including Cold Brew Coffee and Manifest the sophisticated sipping spirit (see both above). This was fast-moving, experimental stuff. Content and campaigns were often created in a matter of weeks, not months, with the goal of getting a new idea out into the market and seeing how it reacted. The value of what I have learnt about innovation and testing from the likes of Accenture and Google was valuable here. Engine continues to help drive Jägermeister forward into its newly defined future.
