Wild Wild East” is a multifunctional video and photoshoot project designed to enhance Jägermeister’s cultural relevance in Asian markets. The campaign bridges the gap between nightlife culture in the East and West, creating content that resonates across both regions while positioning the brand as a unifying force within the global nightlife scene.

Project Summary

The photoshoot aimed to highlight four key aspects of nightlife culture in Asia:

Street/Bar Crawls

Asian party districts are dense, making it common to hop between bars and enjoy drinks in the streets, creating a vibrant, communal atmosphere.

Karaoke Nights

Karaoke is a deeply ingrained part of Asian nightlife, often a more intense and spirited experience than its Western counterpart.

Afterwork Drinks

Socialising with colleagues after work is a widespread tradition, fostering camaraderie and bonding outside the office.

House Parties

While not exclusive to Asia, house parties are often wild and intimate, reflecting the communal nature of Asian culture, where close-knit groups gather for spirited celebrations at home.

Moodboard.

Project Results.