Jägermeister Miyachiverse
- Digital
- Event
- video
A multi-video and event campaign to build brand relevance in in-home and on-trade social contexts by promoting a new way of drinking Jägermeister. The brand’s mission is to create the “Best Nights of your Life” in both nightlife environments and in-home occasions. poweredby.tokyo teamed up with MIYACHI, one of the hottest hiphop artists in Tokyo, to develop an SNS campaign as well as single release party that connects with young music and nightlife lovers by leveraging the new taste of the Jägermeister Soda.
NEW WAYS OF DRINKING
The pandemic shifted consumer habits towards home consumption and lower-energy occasions. We identified a global trend of mindful drinking and low-ABV preferences among younger consumers. Japan's strong drinking culture, favoring RTDs like Lemon Sour and Highballs, presented an opportunity. We introduced the Jäger Soda, promoting an easy-to-mix Jägermeister drink in convenient 200ml and 350ml bottles, emphasizing portability and accessibility.
We showcased Jägermeister Soda in two scenarios, highlighting MIYACHI’s versatile persona. The result was a two video series, the first set in a vibrant izakaya. We developed MIYACHI’s “Kombini Confessions” character for our campaign to be playful, witty, and spontaneous. Combined with the absurdist atmosphere and snappy anime-esque power zooms, and over the top reactions, we told the story of MIYACHI the waiter showing a group of young salarymen the best way to enjoy Jägermeister.
The music studio sequence features MIYACHI’s authentic rapper persona, showing him in his element. Utilizing the reality of what goes on in the studio sessions, we produced a lighthearted, engaging, and DIY-style video. This differentiated Jägermeister from the typical spirits marketing and made the brand relatable, personable, and approachable.
We highlighted Jägermeister's versatility outside home settings through POV sequences with fast, high-definition close-ups to showcase the cocktail preparation, emphasizing its sensory appeal. Convenience store ice cups and seltzer water demonstrated easy mixing, especially in the studio scene. We introduced orange wedges as chasers for Jägermeister shots and paired sausages with the mixed drink, creating a new, accessible ritual for the brand.
ENTER THE MIYACHIVERSE
FOLLOWING THE SUCCESS OF OUR FIRST CAMPAIGN WE HARNESSED THE SYNERGY BETWEEN MIYACHI AND JÄGERMEISTER INTO TWO ADDITIONAL REEL VIDEOS, BOLSTERING THE VISIBILITY OF JÄGERMEISTER IN JAPAN. POWEREDBY.TOKYO BUILT ON THE INITIAL IDEA OF PLAYING OFF OF MIYACHI'S MULTIPLE PERSONAS, AND CAST HIM AS DUAL ROLES IN OUR SEQUELS.
The spirit of the people
For this second installment of MIYACHIverse content, we produced skit-style comedy shorts featuring MIYACHI in a variety of roles. In one episode MIYACHI features as both a bartender and customer in a clever narrative twist. This dual role creates a relatable brand connection and encourages a personal bond. The final episode focuses on the the supportive role Jägermeister can have in off-trade, home drinking settings. Here MIYACHI takes center stage, portraying both sides of a couple unwinding after work.
The video series emphasizes that Jägermeister is an inclusive brand, appealing to mixologists, casual drinkers, and hard workers alike. The humorous approach reinforces the brand's image as a catalyst for fun and memorable moments, encouraging viewers to enjoy Jägermeister without taking themselves too seriously.
OHAYO! RELEASE PARTY
Our collaboration with MIYACHI culminated in the production and management of a Jägermeister sponsored event in July 2024. Timed with the release of his single OHAYO! and its music video, the OHAYO! release party was held right off the back of the announcement of the highly anticipated return of Konbini Confessions.
MIyachi presents: an evening of laughter, music, and celebration
The ceremonious night featured DJ sets by AJUCHAN, VLOT, and MIYACHI’s trusty back DJ Mark West, in addition to a guest set by rapper Leon Fanourakis. The packed venue enjoyed a show truly for the fans, with surprise dancers and friends joining MIYACHI on stage. The programming included a screening of a then-unreleased episode of Konbini Confessions, with MIYACHI’s KC persona appearing in the crowd for live interviews and audience engagement.
8.5m
cumulative views over 4 videos
300
event tickets sold
Client
Jägermeister
Role
Campaign Conception,Creative Direction, Casting, Location, Video Production, Still Photography, Event Production, Event Management
Team
New Ways of Drinking
Director / Editor: Issam Kéchouri
Account Executive: Chace Fedor
Creative Producer: Hibiki Kato
Producer: Utana Kishino
Production Manager: Brian Rensberger
Sound: Nicolas Amblard
MIYACHIVERSE
Directors / Editors: Tacka Waraya, MIYACHI
Creative Producers: Hibiki Kato, Utana Kishino
AC: Kintaro Kamihashi, Issei Kimura
Gaffer: Daiki Komatsu
Production Assistant: Yuta (Doc Pauly)
OHAYO! RELEASE PARTY OFFICIAL RECAP VIDEO
Director/Editor: Kraken (DMBZ)
OHAYO! RELEASE PARTY SOCIALS RECAP VIDEO
Director/Editor: Jimi Okelana (on-1)