Jägermeister DIE NACHT GEHÖRT EUCH
Winner
Excellence in Brand Strategy and Creation
Brand Experience of the Year
Details
DIE NACHT GEHÖRT EUCH is a brand campaign by Jägermeister built on a strong consumer-centric, experience-first approach. At its core are real experiences, co-created with artists and communities, designed to be authentic and amplified through impactful media. The campaign seamlessly combines cultural relevance with high-reach communication.
The Jury‘s Statement
With its strategic reset, Jägermeister does not take reach as its starting point, but real nights, social closeness and cultural participation. "DIE NACHT GEHÖRT EUCH" ("The Night Belongs to You") links this stance to a clear experience logic: formats for clubs, festivals and university contexts are developed close to scenes and communities and only then extended into content and media. The brand thus gains presence not through assertion, but from experiences that plausibly bring together cultural relevance and communicative scale.
