Creativity never sleeps.
Jägermeister wanted to connect with a generation less interested in drinking. Since the product is traditionally consumed at night, we gave it a new angle: rebranding both the drink and what night means to young people. Instead of parties, we focused on creation—because creativity, like nightlife, often comes alive after dark.

The campaign ran for nearly a year and included: a hero video calling youth to join the movement; three nights of pure, uninterrupted creation during the polar night in Norway; a social media broadcast of the entire experience; and a raffle of the resulting creations, also shared on social platforms.