Jägermeister is one of the world's leading spirit brands, boasting a strong focus on – and credibility within – nightlife around the globe. In late 2021, the brand sought a new approach to connect with the upcoming festival season, which was billed as 'the second summer of love' months in advance. 

Having worked with Jägermeister for the better part of a decade on global and local projects such as Save The Night and Jäger Music, the brand approached Twan Ronnes and me to think up and produce a 360° campaign to mark the festival revival set to unfold on fields across The Netherlands. Six months later, Jägermeister FM hit the online airwaves, debuting its custom-made studio on the grassy fields of The Crave in The Hague. We designed it as a one-stop content shop / mini stage for festivals, with live programming to be rounded up in Bakkie Bakkie podcast specials.

From June through November, the studio travelled with hosts Steven van Lummel & Justin Verkijk at the helm, stopping by Expedition Festival, By The Creek, Amsterdam Dance Event and Herfstrdrift for interviews, impromptu performances, and DJ sets that were transmitted live through acclaimed online radio stations. In 2023, stops at Lente Kabinet and Amsterdam Open Air were added to the route. Stay tuned for more.

Video by ODB, photography by the talented Elske Nissen, Sander van de Ven, and Jurre Nieuwenhuis.