JÄGERMEISTER NIGHT EMBASSY

PLAY

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.