JÄGERMEISTER NIGHT EMBASSY

ROLE
Creative Direction, Event Strategy & Production, Video Production, SNS Content Creation, Campaign Strategy, Copywriting, PR Media, Conception, Casting, Asset Creation, CMS Development
DELIVERABLE
Offline Event, Hero Video, SNS Video, Stills, Website, CMS, Copy Writing
DATE
Dec 2022

Jägermeister, the German-born liqueur has played an iconic role in nightlife culture since its establishment in 1878. Through global initiatives like their “NIGHT EMBASSY” events, Jägermeister has supported clubs, bars, musicians, and artists around the world. For the first time in Asia, "NIGHT EMBASSY TOKYO" was held in Japan in collaboration with poweredby.tokyo: a monopo group company and culture marketing platform. poweredby.tokyo planned and executed the "NIGHT EMBASSY TOKYO" event, alongside the production of an official website, video production and asset creation.

CLIENT BRIEF

  • Increase brand awareness in Japan by engaging new communities and audiences

  • Support nightlife in Japan with the "Meisters" community of Jägermeister

  • Expand the "Meisters" network in Japan

OUR PROPOSAL

  • Planning and overall management of the 2-day offline event: "NIGHT EMBASSY TOKYO", including operations on the day of the event

  • Casting and management of more than 100 people including "Creative Board" and "Ambassadors”

  • Production of the official website and CMS for event registration and production of various PR contents

ISSUE & APPROACH

Representing Tokyo’s Nightlife Communities

The world-renowned NIGHT EMBASSY events have been held across the globe in major cities like Berlin, Moscow, Sao Paulo, and Johannesburg. The event is formatted to be flexible to each international host in which Ambassadors are chosen by each community’s Creative Board member to plan various cultural programs that showcase the city’s unique culture. NIGHT EMBASSY TOKYO celebrated three communities with strong symbiotic relationships: fashion, music and queer culture. Stylist Tatsuya Shimada was appointed as the Creative Board for fashion, rapper kZm for music, and dancer Koppi Mizrahi for queer culture. In addition to their cultural influence and industry experience, the three members of the Creative Board were chosen based on their understanding of the Jägermeister philosophy and their close relationship with poweredby.tokyo.

PLANNING

Fostering Culture and Supporting the Future

While considering the identity of previous NIGHT EMBASSY events held in other cities and the philosophy of Jägermeister, we were asked to plan and design an event that would celebrate the unique city of Tokyo and its people. We proposed and selected the venue, event duration, scale and communications, including PR, to create an event that would dispel the negative image of nightlife and present a new direction for the existing cultures. The Ambassadors were artist Minori Murata, music collective HEAVEN, and performer/activist Labianna Joroe. Together with the Creative Board, we supported the output of their program planning from conception to completion. The event included live music, fashion shows, drag performances, a ballroom, pop-ups, food vendors and over 100 artist performances in total. For the venue, we proposed the newly opened BAIA which had opened amid a string of club and music venue closures in recent years. A total of 1,665 people visited NIGHT EMBASSY TOKYO over two highly successful days and BAIA, which had never held an all-night brand event before, was the opening of a new night culture spot for the future.

PR & CONTENTS CREATION

Content Creation for a Tangible Message

We created an official website and a CMS for event registration. This CMS enabled us to disseminate event information, monitor visitor numbers in advance, and manage the event's pricing operations on the day. In addition to the website, we produced various content, including a hero video, Creative Board and Ambassador introduction reels, a recap video, and a range of stills. We made sure to introduce the Creative Board, the Ambassadors, and the communities they represent: fashion, music, and queer culture in a way that was easy to understand. We also focused on conveying how NIGHT EMBASSY TOKYO and Tokyo's night culture itself fuse different communities and individuals without sacrificing their unique colors.

CREDITS

CLIENT
Jägermeister
ROLE
Creative Direction, Event Strategy & Production, Video Production, SNS Content Creation, Campaign Strategy, Copywriting, PR Media, Conception, Casting, Asset Creation, CMS Development
THE TEAM

Executive Producer
Chace Fedorpoweredby.tokyo

Producer
Hibiki Katopoweredby.tokyo

Producer
Utana Kishinopoweredby.tokyo

Producer
Brian Rensberger (Hyphen)

Strategist / Planner
Benjamin Domrich (MNDSET)

PR
Rina Shirai

Director
Artem Skiy

Executive Producer
Chace Fedorpoweredby.tokyo

Creative Producer
Hibiki Katopoweredby.tokyo

Creative Producer
Benjie Domrich

Line Producer
Hibiki Katopoweredby.tokyo

Production Manager
Utana Kishinopoweredby.tokyo

Production Manager
Brian Rensberger

Art Director
Tatsuya Shimada

Set Designer
Madeline Kinney

Set Designer Assistant
Madeleine Ray

Camera Assistant
Eriol Muarem

Production Assistant
Justice Williams

Gaffer
Chikara Tsuchiya

Gaffer Assistant
Hiroyuki Hasegawa, Hikaru Ijichi, Yasunari Ushio, Jun Adachi

Director
Artem Skiy

Executive Producer
Chace Fedorpoweredby.tokyo

Creative Producer
Hibiki Katopoweredby.tokyo

Creative Producer
Benjie Domrich

Production Manager
Utana Kishinopoweredby.tokyo

Production Managers
Brian Rensberger

Footage by
ON-1, Tim Lambourne

Editor
Taka Waraya

Editor
Tim Labourne

Videographer
Tim Labourne, Artem Skiy, ON-1

Photographer
Will Goodan

Photographer
Yanni

Photographer
Ayaka Endo

Photographer
Tomoki Okano