Jägermeister - "56 Parts. Best as One (B2)"

Deutsch NY

Deutsch NY New York, United States

15118

Brand: Jägermeister
Country: United States

Advertiser: Jägermeister

Title	56 Parts. Best as One (B2)
Agency	Deutsch NY
Campaign	56 Parts. Best as One
Advertiser	Jägermeister
Brand	Jägermeister
Date of First Broadcast/Publication	2015 / 3
Story	Jägermeister, the legendary German liqueur imported by Sidney Frank Importing Company, Inc.,announced today the launch of their nationwide “56 Parts. Best as One”campaign.Eager to display a side rarely seen, Jägermeister has tappedNY-basedadAgency Deutsch to create a campaign that focuses on Jägermeister’s richheritage, 56 premium ingredients sourced from all over the world and thebrand’s complex production process in a unique and unexpected way. The favoriteshot of millions and iconic brand is inviting consumers to explore more thanthe mystery and lure that typically surrounds Jägermeister.
Philosophy	Jägermeister and Deutsch NY engaged with three illustrators with the same level of passionfor craft. Artists Olivia Knapp, Yeahhh! Studios and DKNG Studios created three unique woodenworks-of-art stemming from the brands three pillars – heritage, ingredients andprocess – forming the base for the campaign. Each art piece is meticulously constructed from 56 separate, intricately cut,carved, etched, sanded, lacquered, varnished and painted wooden parts —fashioned together like a puzzle. Together, they tell a story aboutJägermeister’s heritage, ingredients and process. The final pieces of artwork was then photographed for use in the campaign(out-of-home, painted wallscapes, rich media, print, mobile and social media) –They weighed up to 250 lbs. and measured upwards of 60”x46.” Made from 56 harmoniously balanced roots, fruits, herbs and spices, sourced from allover the world, Jägermeister is one of the most well-fashioned drinks outthere. The 80-year-old recipe is kept under lock and key in Germany, where onlytwo people have a key. Launching nationwide the “56 Parts. Best as One” campaign is as well-crafted as theingredients inside the bottle. Campaign Executions: Heritage, Ingredients and Process Heritage: Speaks to Jägermeister’s 80-year history, the legend of St. Hubertus and theimportance of the stag. This was shown through an initial hand-rendered,pen-and-ink illustration, created by Yeahhh! Studios. Ingredients: There are 56. Most are known. Some are not. The ingredients are sourced fromall over the world. Olivia Knapp, with her extremely old-school “dot andlozenge” technique, originally used by 16th century masters, illustrated theart piece. This piece took four weeks to complete. Process: The oak barrels, maceration, aging and distillation process.DKNG used acombination of techniques when creating their illustrations, including fineart, graphic design and typography.
Media Type	Print
Producer	Joe Pernice
Director of Integrated Production	Joe Calabrese
Interactive Designer	Alex Miller
Director of Digital Production	Suzanne Molinaro
Design & Typography	Juan Carlos Pagan
Design & Typography	Brian Gartside
MOTION DESIGN	John McLaughlin
Interactive Design Director	Aliza Adam
Experience Design	Anna Farrell
Digital Producer	Katie Miller
Art Buyer	Ali Asplund
Director of Creative Operations	John Bongiovanni
Senior Studio Artist	Tom Eberhart
Retouching	James Cullinane
Digital Producer	Josh Deitel
Digital Developer	Patrick Batey
Senior Motion Designer	Matthew Severin
MOTION DESIGN	Aaron Epstein
Director of Photography (DOP)	Owen Levelle
Print Producer	Melissa Betancur
Editor	Chris Pensiero
Editor	Bryan Reisberg
Asstant Editor	Drew Bolton
Senior Project Manager	Marea Grossman
Production Company	Remote Control Productions NY
Photographer	Adam Coleman (BTS)
Photographer	Andrew Myers
Photo Assistant	Landon Speers
Photo Assistant	Scott Burry
Digital Tech	Adrien Potier
Fabrication Company	Bednark Studios Brooklyn NY
Artist	Yeaaah! Studio
Artist	DKNG Studios
Artist	Olivia Knapp
EVP, Group Account Director	Talia Handler
Account Director	Kristen Rincavage
Account Director	Michelle Ziff