scholz

Context
Jägermeister wanted to reach a younger audience in Copenhagen.

Direction
We approached it by placing the brand inside local culture.

Instead of a traditional campaign, we turned neighborhood bodegas into venues for emerging music, poetry and performance. A setting already associated with Jägermeister, reframed through a new cultural lens.

We developed the concept into a recurring format.
Naming, identity and campaign established Deer Bodega as a distinct platform, while a curated program of artists, poets and DJs activated it across multiple venues.

From booking and production to invitations, content and documentation, each element was developed to work together connecting physical experience with ongoing visibility.

Impact
All events sold out within days and consistently reached full capacity.

More importantly, the project positioned Jägermeister within a new cultural context. Turning a simple idea into a platform with long-term potential.