In order to achieve this, we had to do something that would be literally impossible to erase from our target’s mind and skin.

So we created the first animated short film made by real tattoos. We called it Hunt or be Hunted as it defined the spirit that the brand wanted to communicate

STEP 1: LOOKING FOR SKINS

Through our social media platforms, we looked for people who wanted to get a tattoo of a frame of the Jagermeister’s spot. In less than a week, more than 1,600 people wanted to be a part of the project. Only 7 days after our casting, 120 skins were chosen.

STEP 2: THE TATTOOS

A team of illustrators turned the storyboard into frames that could be tattooed, and Ondo Tattoo Barcelona, one of the best tattoo studies in Europe, accepted the challenge of inking the designs onto our target’s skin.

1 FRAME = 1 TATTOO

STEP 3: THE PREMIERE

After 28 days of making tattoos, the film was ready to be shown.

We launched it in an exclusive event: only tatooed people could assist.

That night, we uploaded the film on social media. And the day after, everybody was talking about it.

4 500 000 views during the first week

22 000 000 impacts with minimum local investment

And a positive feeling from the audience “proud of making history with jagger with a bit of blood and skin”

And of course, we achieved Jagermeister’s goal and the dream of any advertiser: Having their target tattooing the brand forever.

Hunt or be hunted was the first animated short film made with tattoos and no one was willing to miss it’s premiere.

In order to accomplish this, we sent a creative mailing to the main media channels that led journalists and influencers to “tattoo” themselves, with a sticker, their invitation on their arms. On the premiere night we got over 800 volunteers and the day after all media channels were talking about the same subject: the first animated short film made with tattoos.

We wanted to reach a mainstream target, who is used to watching campaigns on the internet and interacting with them, and reached them through Social Media: Facebook, Instagram, Twitter and YouTube.

With a sales increase of 1,600%, Jagermeister had become the drink of the moment. And our challenge was to turn that drink into a legend impossible to forget.