Jägermeister was looking for an agency that could help them with activation at Way out West, Sweden Rock and Summerburst.

We set up black container bars with seating on pallets, and music tailored to the target group. To spread the message that “Jäger should be served ice cold”, we also built a Jäger cinema; a small black box where you could go in and sit on a bench made of ice. The film started and consisted at first of beautiful summer pictures, but gradually became more and more unpleasant and finally ended with a “shock-horror-jump-high-clip”.

Those who managed to stay cool and managed to stay on the ice bench throughout the screening, won give-aways from Jägermeister.

Activation was a popular feature of the festivals.