Bold Stags NFT is a pioneering, story-driven campaign that harnesses the potential of emerging Web3 and NFT technology. I led this initiative for Jägermeister Hong Kong, in collaboration with renowned local tattoo artist, Rolan Hung.

Into the Meister Verse: Jägermeister | Rolan Hung

Breaking the mold.

Leveraging the prevailing cultural phenomena of the time, specifically Web3 and NFT projects. The campaign approach centred on altering the brand’s perceived image among key communities that we identified as having the greatest potential to influence thought and brand perception.

Being the first among competitors in the industry to adopt NFT tech, the goal was to lead the alcobev industry in engaging with the untapped Web3 community.

In order to create a campaign universe that truly related to our target audience, we first had to identify the our key target demographic and cultural tribes. We identified two main personas as our target audience, “The Nightlife Enthusiast” and “Tech-Savvy Young Professional”. By the targeting and conversion of these influential groups as our primary audience, we aimed to progressively expand the brand’s market presence across other communities.

The Strategy.

Artist selection was a pivotal element of the campaign—we sought an artist with a distinctive style and a genuine passion for nightlife and subcultures.

Rolan Hung embodied this vision perfectly.

Creative direction.

We fused the brand’s iconic identity with Rolan Hung’s signature hyper-realistic embroidered tattoo style. Drawing inspiration from Hung’s unique artistry, we designed branded elements as embroided patches that reflect the brand’s imagery, set against a denim-inspired backdrop. To maintain Jägermeister’s strong brand presence, we used green denim as the canvas, seamlessly integrating the brand’s colors while enhancing the visual cohesion between the artist’s distinct aesthetic and Jägermeister’s brand identity.

Mechanics and rollout.

All 100 NFTs were claimed through a dedicated landing page, where participants completed a Know Your Customer (KYC) step.

In May 2022, we released 100 unique Jägermeister X Rolan Hung NFTs in Hong Kong. For a limited period, all Jägermeister bottles sold by licensed distributors featured custom bottle labels. Consumers could participate by purchasing a Jägermeister bottle with the custom label and scanning the embedded QR code.

Results and KPIs

PR and press.