Jägermeister Lesbian Bar Project
Jägermeister
Client
Jägermeister
Year
2022
Services
Immersive Experience Design, Gamified Engagement, Campaign Integration
Platform
Overview
In the 80s, roughly 200 Lesbian Bars existed in the US. Today, fewer than 25 remain. Jägermeister partnered with The Roku Channel to amplify The Lesbian Bar Project — an initiative by filmmakers Erica Rose and Elina Street to celebrate and support these crucial yet endangered safe spaces. We designed the digital experience with a "dive-bar" aesthetic, drawing design cues from real bars like Pearls of Houston, Cubby Hole in NYC, and BoyCott Bar in Phoenix to create an authentic exterior and interior.
Challenge
The experience needed to honor real physical spaces while existing entirely in digital form — making authenticity the primary creative constraint. Generic metaverse aesthetics would have undermined the cultural significance of the project. The digital bar also needed to function as an ongoing campaign asset, not just a one-time activation.
Approach
We took a documentary-first approach to world design — researching, photographing, and referencing real lesbian bars to ensure every design decision felt earned and authentic. The experience allowed users to explore, share achievements, and discover the stories behind the real bars that inspired the design. Social sharing mechanics amplified reach across LGBTQ+ communities.
Outcome
Stronger brand authenticity through purpose-driven cultural storytelling. Deep community engagement supporting LGBTQ+ safe spaces. Expanded brand reach through immersive digital exploration. Extended campaign visibility beyond physical events via shareable digital experiences.
Gallery
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