Jägermeister teams up with Vice to create new ‘Australians in Berlin’ content via Virtue and UM

Jägermeister has teamed up with Vice and it’s electronic music channel THUMP to launch a new suite of content via Vice’s in-house content agency Virtue and media agency UM, to build on the brand’s music credentials amongst a progressive millennial audience. Done by aligning the icon, credibly, with global electronic music culture.

With this in mind, THUMP travelled to the club culture capital of the world, Berlin, to see how four Australian electronic music artists live and work in the big city, shooting a documentary called ‘Australians in Berlin’.

VIEW ‘AUSTRALIANS IN BERLIN’ PIECE

While the video content heads up the campaign, there is support through a raft of ongoing written and audio content, including mixes, photos, and city/club guides.

The campaign, ending in September, is amplified across Vice and partner channels, as well as through social and blogger support to maximise reach.

Says Alex Light, commercial director, Virtue: “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.”

Producer: Katy Roberts

Thump Editor: Lachlan Kanoniuk (AU)