Jägermeister creates branded content campaign on Australians in the Berlin clubbing scene

Jägermeister has collaborated with Vice to create a new content series depicting the influence of Berlin’s clubbing scene on Australia’s electronic music community.

The campaign is running on Vice’s electronic music channel, Thump, until the end of September, and is aimed at building the brand’s music credentials amongst “a progressive millennial audience”, a spokesman said.

THUMP Australians in Berlin

A video documentary entitled “Australians in Berlin” heads up the campaign, which has been created by Vice’s in-house content agency Virtue, in collaboration with Jägermeister and media agency UM.

It follows four Australian electronic music artists who live and work in Berlin.

Alex Light, commercial director, of Virtue, said: “There’s a real cultural movement happening in the growing influence of the Berlin scene on Australia’s electronic music community.

“With Jägermeister looking to reinforce their roots and modernise their connection to the motherland, whilst bringing a distinctive Australian element to the campaign, shining a spotlight on Australians experiencing the electronic music scene in Berlin made perfect sense.”

The video content will be supported with written and audio content, including mixes, photos, and city/club guides, and pushed out through Vice and partner channels.


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