It’s been a difficult couple of years for the entertainment and hospitality industries, with bars and clubs forced to shut their doors and performances put on hold indefinitely. To lend their support to nightlife communities globally, Jägermeister is continuing its #SAVETHENIGHT initiative, alongside musician Post Malone.
Inspired by the resurrection of nightlife, the Jägermeister limited-edition #SAVETHENIGHT bottle takes on an entirely dark hue, representing the shutdown of nightlife around the world. As Jägermeister is best served ice cold, once the liquid inside hits the perfect drinking temperature of -18°C, the design on the front – including the gold #SAVETHENIGHT logo – begin to change, appearing in colour.
“The thermochromic effect symbolises the support that brings us closer to switching the lights of nightlife back on and helps it to return in all the colours it has to offer,” says Wolfgang Moeller, global CMO at Mast-Jägermeister SE. “We want to raise awareness for the social meaning of the night and we are hopeful to celebrate the best nights of our lives again soon.”
Part and parcel of the #SAVETHENIGHT initiative comprise raising funds to support nightlife communities affected by the extended pause of social and cultural activities. A portion of the proceeds goes to the Meister Fund, which works to financially support the projects and ideas of creatives and artists from the Meister network of #SAVETHENIGHT.
As part of the campaign, Post Malone features in a 60-second video shot by Academy Award-nominated director Zachary Heinzerling. The tribute to nightlife depicts the Circles singer reviving a quiet bar, celebrating the upbeat, high energy elements of the night.
“We wanted to help raise awareness and send support to the whole nightlife community and anyone who’s been affected during these tough times,” said Post Malone. “All the artists, the creatives, the staff—this is for you.”
Words by AR Staff
