Title	HUNT OR BE HUNTED
Brand	JAGERMEISTER
Product/Service	JAGERMEISTER
Category	B12. Brand Voice & Strategic Storytelling
Entrant	McCANN Madrid, SPAIN
Idea Creation	McCANN Barcelona, SPAIN

Name	Company	Position
Mónica Moro	Mccann Spain	General Creative Director
Ana Brossa	Mccann Spain	Executive Creative Director
Fernando Alcazar	Mccann Spain	Creative Director
Xavi Gimeno	Mccann Spain	Creative Director
Fernando Alcazar, Christian Espinosa	Mccann Spain	Arts Directors
Xavi Gimeno, Pepe Arenas, Ruben Pazos	Mccann Spain	Copywritters

The Campaign

In order to achieve this, we had to do something that would be literally impossible to erase from our target’s mind and skin. So we created the first animated short film made by real tattoos. We called it Hunt or be Hunted as it defined the spirit that the brand wanted to communicate

Execution

STEP 1: LOOKING FOR SKINS Through our social media platforms, we looked for people who wanted to get a tattoo of a frame of the Jagermeister’s spot. In less than a week, more than 1,600 people wanted to be a part of the project. Only 7 days after our casting, 120 skins were chosen. STEP 2: THE TATTOOS A team of illustrators turned the storyboard into frames that could be tattooed, and Ondo Tattoo Barcelona, one of the best tattoo studies in Europe, accepted the challenge of inking the designs onto our target’s skin. 1 FRAME = 1 TATTOO STEP 3: THE PREMIERE After 28 days of making tattoos, the film was ready to be shown. We launched it in an exclusive event: Only tatooed people could assist. That night, we uploaded the film on social media. And the day after, everybody was talking about it.

4 500 000 views during the first week 22 000 000 impacts with minimum local investment And a positive feeling from the audience “proud of making history with jagger with a bit of blood and skin” And of course, we achieved Jagermeister’s goal and the dream of any advertiser: Having their target tattooing the brand forever.

The Situation

For the first time ever, a brand has succeeded in getting more than 2,000 people to want to have an ad tattooed. There is no greater bond between brand and consumer than something which lasts forever. So, together with its public, Jägermeister co-created the first animated short made with real tattoos. It was later screened in leading cinemas up and down the country, with invitations to members of the press, influencers and the stars of the short, the 125 people chosen to get the tattoo.

The Strategy

We wanted to reach a mainstream target, who is used to watching campaigns on the internet and interacting with them, and reached them through Social Media: Facebook, Instagram, Twitter and YouTube.