How the campaign worked in detail
The challenge of the campaign was not to stage Summer Cem's track as a sales video, but to use synergies from which both the artist and client would benefit. For the video production, rapper Summer Cem was filmed in advance in front of a black screen. The resulting material was then lasered frame by frame onto a total of 756 Jägermeister bottles on set and staged during the shoot by using stop-motion technology. At the end we created a unique track with Summer Cem’s performance on 756 unique Jägermeister bottles. We teased the track on Instagram and Facebook – on the artist’s channels as well as our own. The hype began the moment the video dropped: The fans embraced the track, but they also celebrated the co-creation with Jägermeister. In the end, we took it even further: We made the original bottles from the shoot available in the online shop. With "BOTTLE TRACK" we showed how modern product placement works when it is integrated into native storytelling. At the same time, we created a unique track for the artist and an exclusive fan item.