Amsterdam Berlin and Jägermeister’s Night Embassy Set Out to #save the night

The nightlife all over the world is under serious threat. Gentrification forces the club culture to the underground and the Techno clubs out of the Bunkers. In 2020, due to the global pandemic the situation has taken a drastic turn for the worse and the nightlife is suffering more than ever.  

But Jägermeister recognises that nightlife holds an indispensable position within our society. It breeds creativity, sparks the imagination, embraces the experiment and welcomes everyone, regardless of where they come from or what they look like.

It is a crucial factor in the lives of artists as well as in terms of youth culture as a whole. That’s why Jägermeister launched the Night Embassy.  

NE Berlin took place in 2019; six Ambassadors of the Night curated day-to-night programmes spanning over 100 events, involving more than 300 artists and attracting 15,000 visitors.  

Now, in 2020 the digital NE Moscow will ensure that artists still have an income and a way to express themselves creatively. There are TBD artists participating, visit the night-embassy.ru to meet them.  

As a response to the global pandemic, earlier this year Jägermeister launched a global #SAVETHENIGHT initiative, through which more than 1000 artists globally received funds to keep the nightlife alive and over €2M Euros was distributed via various projects. Find out more on save the-night.com  

To create awareness of the problem and to promote the digital Night Embassy Moscow, Amsterdam Berlin has created and produced a digital campaign, with a series of four short films at its heart. The series features Lutz Leichsenring from the Berlin Club Commission and the artists of the 2019 Night Embassy. In an emotional and artistic way, it shows how important the preservation of the club culture is to the individual artist whilst at the same time creating optimism for a better future.  

“Jägermeister felt a moral obligation to step up and provide support through #SAVETHENIGHT, a global programme to help shape the nightlife of the future. #SAVETHENIGHT gives back to the  brand’s nightlife community by collaborating with them in various ways and one of those is the Night  Embassy. Where we offer these creative minds freedom to create, and freedom to let their  imagination run wild.” Willem van Eeghen, head of global experiential marketing at Jägermeister.

“In these difficult times it is great to see a brand like Jägermeister step up and show real support -  not with warm words and cheesy TV-commercials – But with money and action. Crisis reveals Character and we are extremely proud of this work and of our client. The entire team at Amsterdam Berlin really put their heart and soul into this campaign. It is a perfect example of truly relevant work.” Moritz Grub, creative director, Amsterdam Berlin GmbH.

“We were very excited to work on these films together with the ambassadors from the Night Embassy, as through them we could offer each time new and truly their perspective on the night life. Place of creativity, inspiration, culture or a welcoming and inclusive community are all terms that define the nightlife. As the success of Jägermeister started exactly there, the company is very devoted to give back and keep on supporting the nightlife culture, that is in many cities under threat.” Veronika Hromadova, global digital marketing manager at Jägermeister. 

The Series launched globally on I-D and Nowness on the 24th of November 2020 just before the opening of the Digital Night Embassy Moscow.  

The Films will simultaneously be flanked by a widely spread social media and influencer campaign on Instagram, Facebook and Twitter.