Driving Hype
How do you drive fame in a critical cultural space?
Challenge
To generate maximum hype around Jägermeister’s Rennmeister with a super limited drop at Ultrace - the globally-renowned gathering of petrolheads. A key non-race activation for the Rennmeister team and critical cultural space for Jägermeister to drive fame in – the activation needed to count.
Unlock
We explored the archive of the orange motorsport icons, understanding the nostalgia and 90’s design language of the coveted BMW M3 Sport Evolution – Rennmeister’s flagship car at the event. We developed the concept for an exclusive 560 bottle edition, accompanied by miniature car to launch at Ultrace 2025.
Impact
The super limited edition sold out in the first day, generating maximum hype beyond the bottle at Ultrace 2025 for Jägermeister.
Project Scope
Brand Narrative
Design Identity
Innovation Concepts
Packaging Concepts
