Art Director, MRY
Credits: Will Hall (Associate Creative Director), Ben Levy (Copywriter), Meredith Mandel (Designer)
Jägermeister is a world known liquor brand. Unfortunately with the hipster cocktail list and the taboo hangover, Jäger has lost control of the narrative. With an opportunity to repair the legend, MRY pitched how to solve Jäger's biggest problem: to become the shot of choice for a new millennial audience. We needed to break through the current banter that the brand is a party drink. In order to create relevance that would drive sharing, we created #JägerBonds – a platform that strengthens your bond and tells the story of your night. Paralleling Jägermeister's current campaign (a stronger bond among uncommon men), Jäger is a strong drink for strong groups with strong bonds.