Cannes Lions

The Lesbian Bar Project, Supported By Jägermeister's #SAVETHENIGHT

MAST-JAGERMEISTER US, White Plains / JAEGERMEISTER / 2022

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Overview

Background

Jägermeister, a brand that has a long history of supporting communities, developed #SAVETHENIGHT with the goal of raising awareness and funds for nightlife venues and staff directly impacted by the closures due to the COVID-19 pandemic. The brand has always been outspoken about supporting the nightlife industry that has been so essential to their growth and success, so seeing those communities struggling provided an opportunity to both give back and strategically support Jägermeister’s goals. As part of the #SAVETHENIGHT initiative, it was recognized that lesbian safe spaces were particularly hard hit due to the pandemic, gentrification and gender wage gaps. During Pride Month 2021, the brand partnered with The Lesbian Bar Project to release a documentary on Jägermeister’s Global YouTube spotlighting these vital establishments to support lesbian bars across the US, and raise awareness and additional funds.

Idea

Jägermeister's #SAVETHENIGHT initiative and The Lesbian Bar Project partnered with a common goal of supporting the nightlife community while recognizing that lesbian bars were particularly at risk due to the pandemic. Jägermeister sought to help the lesbian community at a time when lesbians' safe spaces continued to be especially hard-hit. Jägermeister teamed up with The Lesbian Bar Project to support the remaining lesbian bars across the U.S. and raise awareness and additional funds through the premiere of a documentary film, directed by filmmakers Erica Rose and Elina Street and executive produced by actor Lea DeLaria, on Jägermeister's Global YouTube. The film spotlights the bar owners, community activists, archivists, and patrons in three cities, and their struggles during the pandemic, their hopes for the future, and the impact on their communities.

Strategy

Jägermeister's #SAVETHENIGHT initiative partnered with The Lesbian Bar Project, whose research uncovered that in the late 1980s there were roughly 200 lesbian bars in the U.S., but today that number is thought to be just 21. Recognizing that lesbian bars are disappearing at a staggering rate, Jägermeister and The Lesbian Bar Project teamed up to support the vital establishments, and the LGBTQ+ community, during the fallout of COVID-19. Jägermeister’s support helped produce the documentary, original PSA and develop the website that is aimed to build awareness for this community. The Lesbian Bar Project was able to track and identify the remaining lesbian bars in the U.S., and give a voice to the bar owners and patrons through the documentary film.

Execution

Jägermeister brought The Lesbian Bar Project to life with a comprehensive partnership, digital, premiere event, and media relations strategy. Time to Pride Month 2021, Jägermeister's #SAVETHENIGHT initiative and The Lesbian Bar Project premiered a documentary film that spotlights the remaining lesbian bars, raises awareness of their struggles, and funds to support participating bars. A trailer for the film went live on Jägermeister’s Global YouTube on May 27, 2021, followed by the documentary’s premiere on June 3, 2021.

Timed to the documentary premiere on Jägermeister’s Global YouTube, The Lesbian Bar Project and Jägermeister's #SAVETHENIGHT initiative also launched a donation fund on The Lesbian Bar Project website for participating bars. Jägermeister and The Lesbian Bar Project also hosted a premiere screening event in NYC on June 2, 2021, with the filmmakers, bar owners, and narrator/executive producer Lea DeLaria in attendance.

Outcome

The global support of The Lesbian Bar Project 2021 campaign had a widely successful outcome, garnering over 1.2B media impressions about the cause and raising $151,553.42 for participating bars. Feature coverage in major media outlets including ABCNews.com, AdAge, Adweek, Advocate Magazine (LGBTQ+), Bloomberg, Business Insider, CNN.com, NBC Out, New York Magazine, PBS NewsHour, and more,drove both awareness and donations

The Lesbian Bar Project’s 2021 campaign in partnership with Jägermeister’s #SAVETHENIGHT initiative furthered Jägermeister’s brand narrative as a supporter of those whose passion, skill and hard work fuel and inspire the nightlife economy. Jägermeister recognized the unique challenges that lesbian bars were facing and the urgent need to save the safe spaces. By taking action to show their support for the LGBTQ+ nightlife community through donations and partnerships, Jägermeister built a foundation for authentic brand storytelling about their commitment to communities around the world.

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