SAVE THE NIGHT

SAVE THE NIGHT was born in 2020 as Jägermeister’s pandemic relief program for nightlife. It needed new momentum and a sharpened mission for a post-COVID world. After working with the brand for over a decade, we reawakened and led their global platform into tomorrow, almost doubling applications to its flagship Fund. 

Nightlife is still recovering from the silent years. Inflation and soaring costs are forcing iconic venues to shut their doors, while Gen Z opts for less expensive nights out. Since 2021, the world has seen a wave of club closures so severe that the Germans even coined a word for it: Clubsterben.

Future-proofing the platform
Our agency was born in the night. So is Jägermeister. The challenge was clear: we needed to rewrite the narrative. The initial crisis had ended, but we found a new one bubbling up beneath the surface. While the electronic music industry might seem booming, the scenes, clubs and communities that nurture it still live on a razor's edge. Our aim was to reinforce SAVE THE NIGHT as a beacon for ideas that propel nightlife into tomorrow - instead of a pandemic recovery program. And we needed to stir a notoriously sceptical audience into action to do so.

Within the brand's existing framework, we redefined what the program should stand for in this new world: a forward-looking cultural engine protecting the foundations of nightlife. This core mission needed to be front and centre. So we reframed the night as “More than what happens after dark. The magical in-between, where identities are found, rules are bent and tomorrow's culture is born".

Working in Jägermeister's online ecosystem, we redesigned everything from the hero film to key visual assets. We used them to reignite SAVE THE NIGHT's global social presence with a content campaign highlighting the impact of great ideas, rolling out across global and local social channels, tastemakers worldwide, media and PR.

Funding boldness works
In doing so, we breathed new life into the SAVE THE NIGHT Fund. At the heart of the program is a reward pool of €156,000 for the best ideas that help make the night safer, more inclusive, more sustainable and more conscious. From more accessible dancefloors in Bogotá and a global map of nightlife safety to climate‑minded community projects, a harm‑reduction toolkit and Studio Can‑V’s creative hub in Nairobi, the Fund empowers ideas that push nightlife forward.

Our goal was to maximise quality applications and give applicants the tools to succeed, through sharpened messaging, workshop support and a social campaign that helped them refine their ideas. It worked: despite a deliberately demanding process, we almost doubled the number of applications from 501 last year to 940 this year, across 62 counties.