Jägermeister is known in Germany as the wild spirit. Now we have invented the opposite. This is advertising for a brand that doesn't actually exist: "KeinJägermeister" ("NotJägermeister").

To become the talk of the town amongst the young target group, we invented a fictitious product – the complete opposite of Jägermeister: “NotJaegermeister”.

Then we advertised this product in an appropriate campaign. Perfectly serious, as if the product actually existed. We used all the available channels: TV/cinema, virals, advertisements, posters (general locations, food retail outlets), internet, mobile phones (ringtones), retail activities (glass, campaign kit, display).