|Title||Be The Meister|
|Campaign||Be The Meister|
|Date of First Broadcast/Publication|
|Philosophy|| BACKGROUND Jägermeister wanted to launch its new global positioning “Irreverent|
perfectionism,” adapting it to the Spanish market. In addition, the
campaign had to comply with local objectives, appealing to a much more
mainstream target market and bringing the brand closer to Generation Z
and Millennials without losing its most loyal consumers.
IDEA In the music sector, many artists collaborate with one another on duets.
But with “Be The Meister” this idea of collaboration is taken one step
further. The idea was to merge 2 songs and 2 music videos from 2
different artists so that, when they are put together, they create a new
song and a new music video. In this way, Jägermeister could transmit its
new positioning through an unpublished piece in audiovisual format, and
with voices that its audience would be willing to listen to: two urban
Rels B, one of the most successful Spanish hip hop and trap musicians,
and Deva, an emerging artist who mixes different styles of urban music,
are the artists chosen to compose 2 songs, “Ballin'” (Rels B) and “Quién
Quieres Ser” (Deva). These songs have been independently released in
the Spanish market, and following the strategy of musical releases,
included the production of their music videos. In addition, based on the
consumption trends of the target market, the two videos have been shot
in vertical format so that, when they come together, a third video is
discovered: a piece full of visual games and symmetries that also
complements the individual stories.
The stories of both the individual music videos and the third, joint video,
tell stories of overcoming hardships. Through these videos it was
possible to illustrate the concept of “Irreverent perfectionism,” which
celebrates their effort, ambition and style through a content that does not
appear to be advertising.
|Global Chief Creative Officer||Eva Santos|
|Creative Director||Ferran Lafuente|
|Creative Director||Ramón Caba|
|Art Director||Rodrigo Chaparreiro|
|Art Director||David Casado|
|Art Director||Juan Cantero|
|Strategy Manager||Patricia Urgoiti|
|Strategic Planner||Silvia Lahoz|
|Client Services Director||Amanda Muñiz|
|Account Supervisor||Aida Mateo|
|Account Executive||Roger López|
|Communication Director||Laura Carrillo|
|Production Director||Maria Soler|
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