Jägermeister is building on its 'Creatures of the Night' work with Instagram's first Australian age-gated campaign.
The campaign, by social marketing agency Society and UM, features five creatures of the night cataloguing the way they spend an Australian summer, using the hashtag #jagermoments.
The caricatures reflect male character types, including the frugal fox, noble stag, party owl, trust wingman and a snow leopard who spends too much time in his man cave.
Jägermeister senior brand manager Michael Bouda said: "Instagram usage continues to rise, particularly against our target demographic of males 18-28, so to be asked to be the launch partner for an alcohol brand in Australia was a huge honour for us."
"For best practise we’ve really made sure that our look and feel remains consistent across social platforms, and we’ve tried to add an extra layer by making sure that all of the images are shot from our characters' point of view."
It follows on from the original 'Creatures of the Night' Facebook campaign, launched in 2014.
