Role: Senior Art Director
Jägermeister are struggling with the Millennial audience and have dropped behind rival shot drinks as first choice in bar. To accompany a broad digital campaign to reinvent the brand's appeal we created a PR worthy concept to boost Jäger's awareness and appeal to the key Millennial market.
The brand would purchase an island off the Miami coast, literally putting Jäger on the U.S. map forever. Tapping into the insight that Millennials are makers/creators the island is used to host and explode their talent with massive exposure for both the makers and Jäger, showing that Jäger, more than any other shot brand, understands it's audience.
Agency: Roar–Publicis Groupe, NYC (2016) *pitch work