The most extraordinary experiment ever dared by a German brand to create an A.I. that thinks differently than any other - not made to optimize us, but to inspire us through urban art.
Artificial intelligences is here to make us smarter and more efficient. But does it have to be this way? Jägermeister set out to discover whether smart technologies could actually enrich our lives and our subcultures. Our challenge was to develop a campaign that positions Jägermeister as an enabler of digital art and technology in the street art community.
Our approach was to use A.I. differently in conjunction with street art to do one thing above all – trigger new emotions in people. Our A.I. managed to learn what only humans were thought capable of: Creativity. By analyzing Instagram data of various urban artists, the A.I. was able to create twelve stunning new artworks.
The MEISTERSTÜCKE became celebrated art pieces. But more importantly, the community was measurably inspired and used the open-source A.I. code for their own artworks. Above all, the increase in "Brand Relevance" (+8%) and "Brand Authenticity" (+13%) shows that we positioned Jägermeister authentically in the Passion Point "Street Art".
The campaign launch coincided exactly with the first Covid Lockdown (17.03-05.04.20), so we had to rethink our ideas: We put focus on a digital exhibition and inspired people exactly where the A.I. was once inspired: on Instagram. We showed the community the final MEISTERSTÜCKE as well as videos of the creation process, we also raffled off exclusive prints to urban art fans. In addition to that, we projected digital murals of our MEISTERSTÜCKE onto Berlin house walls. To draw more attention, we teased our Instagram activities on Facebook and YouTube with a special campaign trailer as well as an interview with our campaign ambassador Jazzelle Zanaughtti, aka. Ugly Worldwide. Furthermore, we placed advertorials in selected magazines and blogs to reach our art- and technology-interested target group and shortly after, we open-sourced the A.I. code to the community. Through the digital campaign focus, we made it possible to experience art and culture from home at a time when people were not supposed to be out on the streets.
Auftraggeber: Jägermeister
K.I. Production: Waltz Binaire
Film Production: modest dept