Jägermeister Takes Handcrafted to Next Level With Three Incredible Wooden Works of Art

Deutsch's '56 Parts' campaign

We've seen plenty of ad campaigns that have handcrafted elements meant to evoke some handcrafted aspect of the product. (Patron tequila's ads from 2013 were particularly lovely.) But Deutsch New York takes things up a notch in this beautiful work for Jägermeister.

The agency got artists Olivia Knapp, Yeahhh! Studios and DKNG Studios to create three unique wooden works of art corresponding to the brand's three pillars—heritage, ingredients and process. Each piece was constructed in 56 separate parts that fit together like a puzzle—representing the 56 different ingredients (roots, fruits, herbs and spices) that go into Jägermeister.

The artwork, weighing up to 250 pounds, were then photographed for use as ads—out-of-home, painted wallscapes, rich media, print, mobile and social media. The campaign is called "56 Parts. Best as One."

Check out a ton of the art below.


—"Cheers" by Yeaaah Studio


—"Fount" by Olivia Knapp


—"The Process" by DKNG


Client: Jägermeister, Sidney Frank Importing Co.

Agency: Deutsch, New York:

Chief Creative Officer: Kerry Keenan

Executive Creative Director: Menno Kluin

Associate Creative Directors: Sean Lee, Luke Hughett

Copywriter: Brian Alexander

Art Director: Katrina Mustakas

Design, Typography: Juan Carlos Pagan, Brian Gartside

Interactive Design Director: Aliza Adam

Interactive Designer: Alex Miller

Experience Design: Anna Farrell

Art Buyer: Ali Asplund

Director of Creative Operations: John Bongiovanni

Senior Studio Artist: Tom Eberhart

Print Producer: Melissa Betancur

Retouching: James Cullinane

Director of Integrated Production: Joe Calabrese

Director of Digital Production: Suzanne Molinaro

Digital Producers: Josh Deitel, Katie Miller

Digital Developer: Patrick Batey

Senior Motion Designer: Matthew Severin

Motion Designers: John McLaughlin, Aaron Epstein

Director of Photography: Owen Levelle

Producer: Joe Pernice

Editors: Bryan Reisberg, Chris Pensiero

Assistant Editor: Drew Bolton

Senior Project Manager: Marea Grossman

Production Company: Remote Control Productions

Photographers: Andrew Myers, Adam Coleman (BTS)

Photo Assistants: Scott Burry, Landon Speers

Digital Tech: Adrien Potier

Fabrication Company: Bednark Studios

Artists: Olivia Knapp, DKNG Studios, Yeaaah! Studio

Additional Deutsch Credits:

Executive Vice President, Group Account Director: Talia Handler

Account Directors: Kristen Rincavage, Michelle Ziff