Jägermeister festival activations
Some activations are bull's-eye. This by Jägermeister, for example, where we surprised the festival audience for three years with secret parties, podcast shows and ice-cold cold rooms! We like to take you from idea to execution.
From stand to experience
It all started with a stand. Jägermeister wanted to be visible at festivals, but in a way that suits their brand: striking and original. Justin Verkijk, radiomaker and podcast boss of .Bakkie Bakkie . Together with DJS he went to the stand for interviews and live music.
We bought a used stand and built it all over. It became a kind of living room, but with the corporate style of Jägermeister. Think old-fashioned wallpaper, a deer on the wall, little lights, and of course: A bar for the Jäger!
Secret intern behind a mirror wall...
After that first year, Jägermeister wanted bigger. More experience, more mystery. So we came up with a shielded area where you could get access to a secret party through a mirror wall. Three doors: Two fools you, one door takes you to the party.
The two mock doors? They lead to boxes that were refilled every year. From an infinity room full of mirrors (selfie time!) to a cooling room, as a wink to the Jägermeister quote: Damn, that's cold. Extra nice on hot festival days.
Cooling in a 1-by-1 booth
Cooling a box one by one meter at a hot festival is not an easy task. So we started calculating, testing and consulting. We built a system of air conditioners that blew cold air into the loft from a platform. Door pusher, so the door closes automatically and the room stays cool. Everything built according to the guidelines of festival safety.
Project in figures
We are creative architects who bring your story to life with impact. Making brands visible and tangible.
Cooperation and security
In building this activation came more than just design. Festivals are governed by strict rules to keep all areas safe from visitors. So from static calculations to safety papers: We worked together with different partners and the security team of the festivals to make everything go according to the rules.
Last year, time for something new
After three years we say goodbye to this concept. Not because it no longer works, but because the target group has been reached. At festivals it's time for something else, maybe in another setting, maybe with a new face. We are going to brainstorm again with Jägermeister about the next action!Photoshops: Jurre Nieuwenhuis & Luca Wehnes
Ina
"When we started with that old stand, we had no idea that this would become such recognizable festival activation," says Ina, Art Director at Boozed. "But Jägermeister had a clear goal and also dared to do something crazy. We built together on something more than decor: It became an experience. The mirror wall, the boxes, the technical challenges... Every year we put a shovel on top of it. And that it ends after three years, that's fine. Then you keep it fresh. Time for a new idea, feel like it!"