There are many brands using music video-style ads to reach young audiences who are not interested in advertising messages. There are many alcohol brands using music artists and music events to appeal to young audiences who are difficult to reach using traditional marketing channels.

None like this.

Proximity Barcelona has created a fusion of two songs and two music videos from two different artists to create a new song and a new split-screen music video that also tells a story based on real events.

For the campaign, Be The Meister,  Rels B, one of the most successful Spanish hip hop and trap musicians, and Deva, an emerging artist who mixes different styles of urban music, were chosen to compose a song each. Ballin is by Rels B and Quién Quieres Ser is by Deva. These songs and their music videos were independently released in the Spanish market. Both videos were shot in vertical format so that, when they come together, a third video is discovered, a piece that uses cross-screen devices to intrigue its audience as well as complementing the individual stories.

Los Angeles producer, Anthony Kilhoffer, who has worked with artists such as Kanye West or Rick Ross, has also combined songs to create a new composition titled Be The Meister. Music video production company, Canada, produced the new video.

Both artists are known to have triumphed by breaking the rules of the music industry and by relying only on their own resources. Choosing this path meant they had to leave behind precarious employment and social pressures in order to be faithful to their dream, to dedicate themselves to their music.

Each of the videos tells its artist’s story, and the combined video introduces the new Be the Meister brand positioning to the Spanish public for Jägermeister. The Be the Meister concept underlines the current attitude of the young in which effort and ambition merge with an irreverent style.

The campaign can be followed on YouTube, and like other major urban music releases is also being shown on giant screen erected in Callao, Madrid. All of the campaign’s content, such as the individual videos, the joint third video, the making-of, and the original songs can be found on the Jägermeister website. It aims to extend the global positioning, Irreverent Perfectionism, to a younger Spanish audience.

Credits:

Agency: Proximity Barcelona