scholz

Context
Following the success of the initial Deer Bodega concept for Jägermeister, the project returned as a recurring platform.

The ambition was to evolve the concept while maintaining its core establishing it as an ongoing cultural format rather than a one-off activation.

Approach
We built on the original framework of intimate events in local bodegas - combining music, poetry, and performance - but refined both the execution and the visual expression.

The identity was pushed in a more urban and immediate direction, allowing the campaign to evolve year by year while staying recognizable.

The format remained deliberately consistent - small venues, curated lineups, and a close connection to local culture - while the expression adapted to keep the concept fresh and relevant.

Outcome
Deer Bodega returned as a fully established platform, reinforcing its position within Copenhagen’s cultural landscape.

The second edition demonstrated the strength of the concept proving it could sustain momentum beyond a single campaign and operate as a repeatable format with long-term potential