However, the onset of the COVID-19 pandemic in 2020 brought a sudden halt to nightlife across the globe. In response, Jägermeister, as a stalwart of the nightlife scene, stepped up to the challenge by opening a bar that was allowed to stay open 24/7 during lockdown: Nachbar.
Nachbar wasn't just any virtual bar; it was a lifeline to the nightlife community. Within this digital oasis, friends could come together, play games, revel in digital karaoke parties, and even order their beloved Jägermeister, delivered straight to their homes. But it didn't stop there; we went above and beyond by supporting the unsung heroes of the nightlife industry. From talented DJs to vibrant drag queens and passionate nightlife photographers, they were all given a platform to share their unique talents and get paid for it.
The campaign unfolded across social media, connecting people in a time when physical gatherings were restricted. Therefore it received the prestigious SAN-Accent award for the Best Campaign of the Year in the Netherlands in 2021.
Agency: Dorst & Lesser
Client: Jägermeister
Market: NL
Role: Creative