| Title | HUNT OR BE HUNTED |
| Brand | JAGERMEISTER |
| Product/Service | JAGERMEISTER |
| Category |
A01. Fast Moving Consumer Goods |
|
Entrant
|
McCANN Madrid, SPAIN
|
|
Idea Creation
|
McCANN Barcelona, SPAIN
|
Credits
| 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
Campaign Success
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 tattooed people could assist. That night, we uploaded the film on social media. And the day after, everybody was talking about it.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
Hunt or be hunted, the first animated short made with real tattoos. In order to promote their drink, Jägermeister ran a 100% participative campaign in which more than 2,000 people put themselves down to be tattooed. More than 125 were chosen to have a frame from the spot tattooed on their skin and one after another they formed the first animated short to use real tattoos. It was later released in the country’s leading cinemas and on Jägermeister’s social networks.
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.