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Client

G3 Spirits

Brand

Jägermeister

Date

December 2016

Category

Beverages

JÄGERMEISTER EITHER~OR

Either order another round or go home? This “either-or” question has always been the point that can make or break an unforgettable night out. After all, every night out is a sequence of choices that lead to great stories, often told over and over again.

OUR BEST SHOT

In Croatia, Jägermeister is the leading foreign brand among spirits, unavoidable in shops, café-bars and home bar cabinets. It’s active in widely diverse occasions: festival sponsorships, concerts, parties and other urban happenings. How to create a concept applicable to such a wide spectrum of activities and materials?

EITHER A GREAT CONCEPT OR AN EXCELLENT ONE

We didn’t want to lecture consumers, instead we put them between two fires and let them decide what they thought was better. On the “Your Jägermeister. Your story.” platform we developed a concept for the local market, which was so good even Jägermeister Montenegro adopted it afterwards. Using the “EITHER-OR” formulation we’re giving you the choice: either spend a quiet evening at home or go out and have fun with friends. It’s all up to you; with Jägermeister you write your own story.

If you’re a frequent Jäger party attendee you may come across Swipe Type - our app that, after you answer a couple of either-or questions, precisely detects what kind of party animal you are. And don’t worry, unlike Zuckerberg, we won’t store your answers or collect your data.

Credits

Señor

Vanja Blumenšajn ~ Very Creative Director, Copywriter | Jurica Ćorluka ~ Creative Director, Copywriter | Luka Pervan ~ Creative Director, Copywriter | Zvonimira Milevčić ~ Junior Copywriter | Damir Mazinjanin ~ Art Director | Nikolina Steković ~ Designer | Mišel Kovačić ~ Designer | Miro Čavar ~ UX/UI Designer | Iva Kaligarić ~ Strategic Director | Nina Trumbić ~ Account Executive

Jägermeister

Ivo Tudorić ~ Brand Manager | Tomislav Vuković ~ Junior Brand Manager | Davor Dujmović ~ Marketing Manager

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Either you don’t read these statements or you’re a girlfriend/mum/co-worker of a Señor employee.

Jurica Ćorluka - Creative Director

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To encourage the target to create their own stories, this campaign didn’t have a classic call-to-action. This did not make it easy for us copywriters! Actually, it was twice as much work, so we either loved or cursed this concept.

Zvonimira Milevčić - Junior Copywriter

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A decade and a half of excessive clubbing finally proved to be useful. Thanks to all those who believed in me.

Nina Trumbić - Account Executive

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Jäger Cola is my favorite drink.

Damir Mazinjanin - Art Director