Be The Meister

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 In this way, Jägermeister could transmit its new positioning through an unpublished piece in audiovisual format, and with voices that its audience would be willing to listen to: two urban music artists.

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.