Jägermeister announced today the launch of its nationwide “56 Parts. Best as One” campaign.
The brand has tapped NY-based ad Agency Deutsch to create a campaign that focuses on Jägermeister’s heritage, 56 premium ingredients sourced from all over the world, as well as the brand’s production process.
Three illustrators — Artists Olivia Knapp, Yeahhh! Studios and DKNG — were tabbed to create three unique illustrations that stem from the brand’s pillars: heritage, ingredients and process. The illustrations were then built into massive wooden works-of-art, measuring over 6 feet in length, inspired by the large oak barrels in which each batch of Jägermeister is aged.
Each art piece is meticulously constructed from 56 separate, intricately cut, carved, etched, sanded, lacquered, varnished and hand-painted wooden parts. These arts are then fashioned together like a puzzle, just as the ingredients of Jägermeister come together.
“Jägermeister has a fascinating and unique history that many are unaware of,” said Marcus Thieme, Jägermeister’s regional director North America. “Inspired by the legend of St. Hubertus, Jägermeister’s secret recipe is comprised of 56 different ingredients, ages in oak barrels for a year and undergoes 383 quality checks.”
The campaign launched nationwide, in 12 metropolitan cities, with out-of-home, painted wallscapes, rich media, print, mobile and social media.