Jägermeister Night Embassy

Working on the continual evolution of Jägermeister’s flagship cultural activation.

The Night Embassy is a multi-day community activation rooted in music, creativity and underground culture that lands in a new city every year to platform local talent.

Whilst working as Senior Account Manager at Protein Agency our team provided creative direction and project management for events in Bogotá, Colombia and Nairobi, Kenya. We worked across timezones and cultural divides to produce activations that were fully rooted in place, authentic, original and impactful.

At its heart the activation brings to life a core pillar of Jägermeister’s brand strategy - the concept of ‘freiraum’ which directly translates as ‘free space’ and represents self-expression, creativity, and the safe, inclusive spaces that define global nightlife culture.