Saving the night by making people fall in love with it

Berlin nightlife is dying. Over the past 10 years more than 90 clubs were closed and many more are under threat.

In 2019 Jägermeister partnered with Night Embassy to deliver a series of workshops, film screenings, performances and parties to showcase the importance of Berlin’s nightlife and honor its rare and diverse personalities. Following the events, the brand wanted to develop a content series celebrating the meisters of the Night Embassy, and to spread the important message of keeping nightlife alive. The objective of the content series is to further drive Jägermeister’s purpose: to bring liberation and inspiration to the night and celebrate those who live life on their own terms.

End of the night

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Nightlife has shaped and continues to play a fundamental role in the culture of Berlin, alongside the preservation of free space (‘Freirum”) and nightlife venues for people to truly be themselves without judgement.


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Amsterdam Berlin developed four short films (100-180”), intimate portraits highlighting the importance of nightlife through a set of diverse protagonists, Night Embassy Ambassadors – Aime Simone, Pansy and Move Unltd. The full story came together through a manifesto film narrated by the Berlin Club-commission Chairman Lutz Leichsenring, a climatic filmic experience summarizing the Night Embassy’s reason to believe.

Aime Simone

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The film series emphasises Jägermeister’s support of Berlin’s nightlife. It captures the crucial importance of keeping nightlife alive and the incredible freedom and self expression that venues such as the Night Embassy offer to so many people.

Move Unltd.

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Partnering with key millennial media publications was vital to launch the series alongside Jägermeister owned channels. We engaged a strong cultural trendsetting publisher to share the storytelling and campaign key messages (i-D), supported by a credible film platform for video views (Nowness). Amsterdam Berlin also supplied a series of film cut-downs for usage across social media and as a digital or pre-roll ad package.

Social media toolkit

Additional to the hero films was a 30” film celebrating the vibrancy of nightlife and communicating Jägermeister’s Be the Meister messaging for the launch of the Moscow Night Embassy.

Collectively this campaign speaks to the threat that Berlin’s nightlife, and the nightlife of many other major cities around the world, is facing.

The campaign launched end of November 2020.