Context
NorthSide Festival and Jägermeister set out to establish a presence at the festival.Direction
We developed the concept “Drink Water, My Deer” a direct and playful message promoting responsible drinking.Instead of focusing on consumption, the campaign centered on hydration.
We designed a series of custom water stations, each interpreted by Aarhus-based artists, turning a functional need into a visual focal point.A film for the festival’s main screens staged the artists as if painting directly onto the screens, tying the campaign together and extending it beyond the event.
Impact
The campaign introduced Jägermeister in a way that felt relevant and responsible. Creating engagement without relying on product presence.By shifting the narrative from consumption to care, it established a foundation for a longer-term presence at the festival.
Together with Northside Festival and the iconic Jägermeister, we launched a campaign to spotlight responsible drinking and staying hydrated. Three local artists transformed water stations across the festival into unique art pieces—spreading the message from the taps all the way to the big screens.
