Jagermeister Takes the Plunge with Journey to Surf

In 2012 The Red Brick Road was selected to develop the first-ever ATL advertising for Jägermeister in the UK. It launched the ‘It Runs Deep’ campaign to celebrate the depth of the product and the deep and meaningful bonds it created. The 2014 campaign continues to build on the theme of true friendship and deep bonds with ‘Journey to Surf’. The campaign launched online today with TV ads starting on 5 March.

Shot in Iceland by director Seb Edwards, the 60” film follows five friends as they embark on a journey to find the ultimate surf. They travel across an arctic landscape, struggling through howling gales and snowdrifts. Eventually they reach their destination where they bravely don wetsuits and head out to the surf. Finally we see them kicking-back with some Jägermeister shots after their adventure.

The ad is set to the track Follow Me Into The Darkness by Fightstar, a band supported by Jägermeister. Sound designers Jim Griffin, James Cobbold and Chris Turner from Jungle then used the track to enhance the image and match the mood.


Client: Jägermeister

Campaign: Journey To Surf

Media type: TV, Cinema & Online

Launch date: Online: 24 February 2014

TV: 5 March 2014

Creative agency: The Red Brick Road

Creative directors: Richard Megson & Matt Davis

Art director: Richard Megson & Matt Davis

Director: Seb Edwards

Copywriter: Richard Megson & Matt Davis

Media agency: AMS Media Group

Production company: Academy Films

Executive Producer: Charles Crisp

Producer: Rick Carter

Post-production company: Nineteen Twenty Post (Producer – Scott Griffin / Operator

Ludo Fealy)

Editing: Sam Edwards @ The Assembly Rooms

Audio post production: Jim Griffin, James Cobbold & Chris Turner @ Jungle

Music: Fightstar ‘Follow Me Into The Darkness’