We've seen plenty of ad campaigns that have handcrafted elements meant to evoke some handcrafted aspect of the product. (Patron tequila's ads from 2013 were particularly lovely.) But Deutsch New York takes things up a notch in this beautiful work for Jägermeister.
The agency got artists Olivia Knapp, Yeahhh! Studios and DKNG Studios to create three unique wooden works of art corresponding to the brand's three pillars—heritage, ingredients and process. Each piece was constructed in 56 separate parts that fit together like a puzzle—representing the 56 different ingredients (roots, fruits, herbs and spices) that go into Jägermeister.
The artwork, weighing up to 250 pounds, were then photographed for use as ads—out-of-home, painted wallscapes, rich media, print, mobile and social media. The campaign is called "56 Parts. Best as One."
Check out a ton of the art below.
—"Cheers" by Yeaaah Studio
—"Fount" by Olivia Knapp
—"The Process" by DKNG
CREDITS
Client: Jägermeister, Sidney Frank Importing Co.
Agency: Deutsch, New York:
Chief Creative Officer: Kerry Keenan
Executive Creative Director: Menno Kluin
Associate Creative Directors: Sean Lee, Luke Hughett
Copywriter: Brian Alexander
Art Director: Katrina Mustakas
Design, Typography: Juan Carlos Pagan, Brian Gartside
Interactive Design Director: Aliza Adam
Interactive Designer: Alex Miller
Experience Design: Anna Farrell
Art Buyer: Ali Asplund
Director of Creative Operations: John Bongiovanni
Senior Studio Artist: Tom Eberhart
Print Producer: Melissa Betancur
Retouching: James Cullinane
Director of Integrated Production: Joe Calabrese
Director of Digital Production: Suzanne Molinaro
Digital Producers: Josh Deitel, Katie Miller
Digital Developer: Patrick Batey
Senior Motion Designer: Matthew Severin
Motion Designers: John McLaughlin, Aaron Epstein
Director of Photography: Owen Levelle
Producer: Joe Pernice
Editors: Bryan Reisberg, Chris Pensiero
Assistant Editor: Drew Bolton
Senior Project Manager: Marea Grossman
Production Company: Remote Control Productions
Photographers: Andrew Myers, Adam Coleman (BTS)
Photo Assistants: Scott Burry, Landon Speers
Digital Tech: Adrien Potier
Fabrication Company: Bednark Studios
Artists: Olivia Knapp, DKNG Studios, Yeaaah! Studio
Additional Deutsch Credits:
Executive Vice President, Group Account Director: Talia Handler
Account Directors: Kristen Rincavage, Michelle Ziff