Oddball humour in an alcohol campaign? That stands out. The classic party scene is still there – after all, Jägermeister is the party drink. But agency, The Midnight Club, has found a way into Gen Z’s heart to introduce the brand’s new Jägermeister Orange variant.

Set amid moments of humorous chaos, each film flips the script to reveal that even when everything else is competing for attention, the most unexpected thing in the room is still the taste of Jägermeister Orange.

Dan Merry, group creative director at The Midnight Club, stated, “Our aim was simple – introduce a brand new Jägermeister product to a new audience in a way that felt as fresh and surprising as the drink itself. So naturally, we hired a cheeky merman and a party-crashing crab.”

Theglobal campaign, Orange by Nature, is running across social media and OOH, for the next two years. 

The two 30-second films and the 15-second film will also run in 6-second cut-downs, along with six social first extensions, going live on the brand’s Instagram. 

Jardena Kedra, senior global brand manager at Mast-Jägermeister SE, commented, “With the communications platform The Midnight Club has created, we’re not only supporting the international expansion of Jägermeister Orange but also exploring a model for future global campaigns, with a focus on more platform thinking and clearer creative rules that travel across markets without flattening local expression.”

Credits:

Agency: The Midnight Club 
Creative Director: Dan Merry
Creative: Katie Stelling 
Strategy Director; Oscar Powell
Executive Producer: Alex Anderson 
Producer: Anuschka Das
Client Lead: Lucas Feussner  

Production Company: Zero Production 
Director: Claas Ortmann 
DoP: Anna Smoronova 
Head of Production: Jennifer Gillen 
Producer: Marija Djikić 

Photographer: Fra Bonasia 

Post-Production: Motion
Post Production Director: Jason Lannaman
Offline Post Producer: Joe Bannister
Online Post Producer: Annabel Mills
Offline Editor: Matt Pochettino, Marshall Street Editors
Online Editor: Oliver Whitfield-Smith
Composer: Ife Ladi
Sound Design & Mix: Tony Wall
Grade: Alex Gregory @ Harbor
VFX: Nymbl @ Fight Gravity