We’ve all heard the covers, the crossovers and even the duets between artists that would have initially seemed incompatible. Jägermeister and Proximity Barcelona's latest campaign challenges this, proposing a fusion of two entirely separate songs that, when combined, create a third piece of work. Using two urban artists, the audiovisual campaign is an entirely unique way of grabbing an audience's attention.

One of Spain's most successful hip hop and trap musicians Rels B unites with emerging urban artist Deva for the campaign. Rels B's 'Ballin'' and Deva's 'Quién Quieres Ser' were independently released in the Spanish market before the campaign. There was the foresight, however, to shoot both videos in a vertical format. Thus, when the two songs came together, a third video was created - a piece full of visual spectacle and symmetries that complements the individual stories.

Thanks to the musical production of Anthony Kilhoffer (LA producer who has worked with artists such as Kanye West and Rick Ross), the union of the songs transforms into a new composition that mixes their two styles with a track entitled 'Be the Meister.'

'Be the Meister' announces a new brand positioning for Jägermeister Spain. The concept is based on a union of effort and ambition with an irreverent style. These are values identifiable to Generation Z and attractive to the Millennial generation - the two audiences at which the campaign is directed.

Addressing a generation that is not interested in generic advertising was the greatest challenge faced by Jägermeister and the Proximity Barcelona team. It is for this reason that they moved away from traditional marketing channels, giving their audience sharable content in its original format. A trap rhythm can reach people in these generations in a way that a manifesto with a voice-over cannot.

Amanda Muñiz, client services director of Proximity Barcelona, explains the complications that form a part of such an ambitious campaign: “Working for a brand as important as Jägermeister has been a very interesting opportunity. This campaign is a new example of where advertising is going: content with concept. In keeping with that, we’ve come up with a new formula: 1 + 1 = 3.”

To rise to this challenge, Jägermeister and Proximity Barcelona relied on the CANADA production company, which has been responsible for successful music videos such as “Malamente” (Rosalía) or “Mala Mujer” (C. Tangana).

The campaign can be followed on YouTube as well as on giant screens erected in Madrid. All the campaign’s content, such as the individual videos, the joint third video, the making-of, and the original songs can be found on the Jägermeister website.