Be The Meister - Jagermeister | Clapboard Ad Archive

Jägermeister’s 2019 digital campaign Be The Meister, crafted by Proximity for the Spanish market, redefines brand engagement within the Alcoholic Drinks category by embedding itself deeply into the urban music culture that resonates with its youthful, style-conscious audience. The campaign’s core innovation lies in its fusion of two separate tracks and music videos from prominent Spanish artists Rels B and Deva—figures emblematic of hip hop, trap, and emerging urban sounds—who individually articulate narratives of resilience and self-empowerment through their songs Ballin and Quién Quieres Ser. This collaboration transcends a conventional musical pairing by merging both tracks and their visuals into a singular, exclusive audiovisual experience, shot entirely in vertical format to embrace contemporary consumption habits and mobile viewing. The resulting third video employs visual symmetries and storytelling devices that amplify the emotional arc of each artist’s story while creating a cohesive narrative aligned with Jägermeister’s ethos of irreverent perfectionism. By leveraging what Clapboard’s taxonomy identifies as FORMAT#10—Associated User Imagery—the campaign positions Rels B and Deva as cultural avatars whose aspirational and relatable personas directly mirror the brand’s target demographic, thereby sidestepping traditional product-centric messaging in favor of a culturally authentic, stylistically refined expression of individuality and ambition. The campaign’s deployment of exclusive content access and downloadable material further deepens audience engagement, fostering a sense of community and personal connection that transcends mere brand awareness. Be The Meister thus signals a sophisticated evolution in branded content where music, visual art, and narrative storytelling are not just promotional tools but integral elements of the brand’s identity and consumer dialogue. Clapboard rates this campaign 78/100. This campaign matters to the industry because it demonstrates how beverage brands can authentically embed themselves in cultural subcultures and leverage innovative digital formats to create emotionally resonant, non-intrusive brand experiences that reflect shifting consumer media habits and values.