Illustrations for Australia Jägermeister’s social media campaign “Creatures Of The Night”. Working with social marketing agency Society and UM, the award-winning campaign debuted in 2014 and is ongoing due to it’s success.
Through their research, Jägermeister found that it’s the banter on a night out that bonds group of guys together. So they asked me to design a group of characters that could reflect the voices in a typical group of Aussie guys, and in turn create relatable vignettes that could be tagged and shared among friends on Facebook and Instagram.
Each week the characters were fleshed out more and more. After the first season, the Creatures of the Night left the bar in the woods and went on to engage in more and more relatable outings; they went to festivals, night clubs, toga parties, oktoberfests, BBQs and more. They were celebrating cricket world cup wins, preparing for Australia Day and cutting a rug at Christmas work parties.
Audiences adopted the characters like they were their own, using our social stories to tag their friends (usually to have a little dig at their expense!).