Hobby home page
Electriclime gif
IPA Banner Global Recognition
jw collective
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Jägermeister Spain's Latest Campaign Is an Innovative Musical Experiment

Creative 360 Add to collection

Proximity Barcelona proves that 1+1=3 with 'Be the Meister', a unique musical collaboration from Rels B and Deva

Jägermeister Spain's Latest Campaign Is an Innovative Musical Experiment
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.
view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Advertiser: Jägermeister España

Creative Agency

Creative Agency: Proximity Barcelona

Creative Director: Ferran Lafuente and Ramón Caba

Art Director: Rodrigo Chaparreiro, David Casado and Juan Cantero

Copywriter: Edu Escudero and Guillem Gutiérrez

Global Chief Creative Officer: Eva Santos

Strategic Planner: Silvia Lahoz

Client Service Director: Amanda Muñiz

Account Supervisor: Aida Mateo

Account Executive: Roger López

Communications Director: Laura Carrillo

Production Director: Maria Soler

Strategy Manager: Patricia Urgoiti

Genres: Music performance, Music & Sound Design, People, Action

Proximity Worldwide, Tue, 14 May 2019 11:26:13 GMT