Jägermeister

Save the Night

Japan's nightlife often faces negative perceptions and lacks social acceptance compared to other parts of the world. Recognizing this, Jägermeister set out to reinvigorate the community in a positive way. Their goal was to spotlight the crucial roles played by artists, DJs, club owners, and club-goers in shaping nightlife culture.

The COVID-19 pandemic brought social gatherings to a halt, severely impacting the nightlife industry. Despite this setback, Jägermeister saw an opportunity. Known for its centuries-old tradition of bringing people together, the brand believed it could help revive Tokyo's nightlife scene, even during challenging times.

By leveraging its status as a cultural icon, Jägermeister aimed to reframe Tokyo's nightlife in a more positive light. Their initiative sought to balance the revival of social connections with the realities of the pandemic, working to breathe new life into a vital aspect of urban culture.

This film celebrates Japan's vibrant nightlife, highlighting the dedicated artists, creatives, and staff who create spaces for people to come together and express themselves through music. DJs, artists, venue owners, and club-goers all play vital roles in this ecosystem, contributing to a thriving society.

The film features key figures in Japan's unique nightlife culture and community. These include Frankie $, Licaxxx, Yukibeb, Yamarchy, Ryuzo, and Monkey Timers from Disko Klubb. It also showcases Global Hearts' Daizo Murata and Yuko Ichikawa, as well as Robin & Kalin from Tokyo LoveHotels. Each of these individuals contributes to the one-of-a-kind nightlife experience that Japan offers.

As part of the Save The Night campaign, we have also partnered with Tokyo Vitamin working on three music videos sponsored by Jägermeister. In the first music video, we worked with Miyachi for his latest single “What Happened”, followed by Kaoruko & Taro and Matt JR.

Jägermeister and poweredby.tokyo partnered with Solfa Nakameguro to create a limited edition capsule collection for the #SAVETHENIGHT campaign. This unique collaboration merges two iconic symbols: Hachiko, the Akita dog representing Shibuya and Tokyo's vibrant nightlife, and the deer, Jägermeister's well-known mascot.

Together, these symbols embody Tokyo's creative culture and nightlife scene. The collection aimed to celebrate and support the city's dynamic after-dark community through fashion, blending local tradition with global brand recognition in a stylish tribute to Tokyo's nightlife.

One of the overarching themes of this campaign was to collaborate with a series of underground artists and creatives who are shaping Tokyo’s music and nightlife scene. Jägermeister selected Tokyo Vitamin as part of the campaign due to their influence and connection to Tokyo’s music community.

We published a photo book that captures all of their event memories through fliers from what they miss most to all the events they hosted, reflecting back on their journey with the nightlife community.

Jägermeister wanted to bring back the community in a positive manner that would highlight the importance of the artists, DJs, club owners, and club-goers as they are all essential drivers that help create the nightlife culture. In the last phase of the campaign, we hosted three events, with one being in collaboration with Tokyo Vitamin, celebrating the nightlife community and creating the “best night of their life”. The event was a success, opening new doors for creativity, connection, and culture.

We joined forces with Drop Tokyo, a leading street fashion and culture media platform, to spotlight a diverse mix of established and emerging artists. This collaboration showcased ten handpicked creatives, each embodying the spirit of Tokyo's vibrant art scene.

Drop Tokyo's posts went beyond mere visuals. Each caption told a story, highlighting the featured artist while weaving in Jägermeister's campaign message and promoting upcoming events. The platform's reach extended across multiple channels, including Instagram stories with swipe-up links to in-depth web editorials, as well as Facebook and Twitter posts.

To visually tie the campaign together, every featured artist was styled with the iconic Jägermeister Save The Night tote bag, creating a striking visual thread throughout the content. This fusion of fashion, art, and nightlife culture created a compelling narrative that resonated with Tokyo's urban audience.