With strict advertising restrictions and strong seasonal consumption patterns, Jägermeister faced the challenge of maintaining year-round relevance in the Croatian market. The goal was to strengthen the brand’s urban identity and engage audiences outside the typical “winter or party” context—through an experience that would feel authentic, daring, and distinctly Jägermeister.
We created Meister the Lök 3.0, the third edition of Jägermeister’s fashion collaboration with designer Lana Puljić (Lokomotiva), blending fashion, art, and nightlife into a single immersive brand experience.
The centerpiece: a thermo-reactive jacket that changes color at –18°C, symbolizing Jägermeister’s perfect serve. The campaign launched with a social media teaser phase, followed by a B2B and PR event at Hotel Zonar transformed into an icy Berlin-inspired showroom, where the jackets were showcased as art pieces.
A high-energy afterparty featuring Vanillaz and Mike Vale amplified the “Berlin in a bottle” vibe, while a limited online drop on jaegermeisterbestnights.hr sold out in hours.