JÄGERMEISTER //
ICE COLD CONVOY / 2020 //
BRIEF //
Jägermeister wanted to further their music and ice cold serve reach across the country during the summer of 2020 (and onwards) – alongside their flagship music activation the Jägerhaus. A creative idea was needed to be applied to a fleet of three different sized vehicles that would visit freshers fairs to more boutique music festivals and beyond. All with an emphasis of rocking up to a location, getting noticed (ideally with a music element) and getting ice cold shots to lips.
SOLUTION //
Sound system culture originated in Jamaica, consisted of a truck, a generator, decks and a PA, where a crew of usually two people (one to play music and the other to hype the crowd) would drive to a location and start a street party. This was a natural creative jump off point to explore as its rich in music and party heritage, would demand attention, and tour looking for a crowd. We developed a crossover look and feel from the brand world and sound system culture and applied it to three vehicles. The largest enabling us to have a more prominent music element (in the form of live performance), where the medium and smaller were more reliant on an actual sound system with a DJ (and the smallest just having specially curated playlists).
The literal wheels were in motion, but due to Covid-19, the brief changed slightly in that the larger vehicle would be parked, in favour of the more nimble offerings being able to visit Jäger fans in pubs as well as in their homes as part of a competition to win a ‘bubble party’ of sorts.
ROLE //
Creative Direction
Art Direction
HALLOWEEN CAMPAIGN / 2019 //
BRIEF //
Each year, Jägermeister make a claim and push Halloween as their day of the year. The aesthetic and protagonist changes most years and we are asked to come up with both to cement their position as ‘the spirit of Halloween.’ Producing all the relevant communications and promotions for online, in-store and in venue with bespoke kits.
SOLUTION //
This year’s scary Halloween character was an evolution of the Schädelmann, who appeared last year for the first time and who is simply a ‘skull man.’ A mixture of 80s horror film poster styles and iconic Iron Maiden mascot Eddie, we settled on the unsettling character you see here.
The client then wanted to bring the character to life via animation. It sadly wasn’t constructed that way – and if we’d have known – would have built the layers very differently, but we wanted to take the mystery and cold feeling to life. The brand doesn’t take itself too seriously so we were lucky in how we brought him to life.
ROLE //
Art Direction
Design / Retouching
HALLOWEEN BOTTLES / 2017 //
BRIEF //
An integrated campaign to establish Jäger in the consumer’s minds as “ THE spirit of Halloween” (in the same way that Guinness have staked their claim on St. Patrick’s Day) that covers on-trade activity, PR and Social. The campaign should include digital and physical (kitted) assets for large chain/on trade partners.
SOLUTION //
I was asked to help out on Jägermeister, specifically with illustration/design of the character bottles, that we recreated for the Halloween campaign. Firstly it was finding a ‘scary’ style for each of the characters (which would later appear in a promotional film) and then finding an appropriate method in which to execute these designs on to the bottles themselves. With the client settling on a more vector based execution, we then developed the rest of the labels and the ‘glow in the dark’ inking that would elevate the uniqueness of these bottles.
ROLE //
Art Direction
Illustration
JÄGERHAUS COMMS / 2016 - 2018 //
BRIEF //
Jägermeister came to us back in 2014 wanting to move away from their primarily heavy metal music roots and find a new younger and edgier fanbase. Jägerhaus was born – literally from the earth – as it’s own venue, with it’s own talent and would tour the country at selected summer festivals. It’s structure and story was born from the brand’s heritage of being a hunter’s drink and its ingredients being a mixture of 56 different natural spices. Comprising of two bars, one back garden, a VIP area and the main stage, the whole space is a big draw with festival fans wanting to see great brands curated by FRUKT’s very own crack team.
SOLUTION //
Even though I wasn’t part of the pitch team – where the idea was born from and created for its first year – we have since created and evolved the comms and decor of the space each year, keeping the venue feeling fresh and upping the design standards each year.
ROLE //
Art Director
Design
