MONTANA-CANS LOOKBOOK 2017

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LOOKBOOK 017 Unity through Urban Art Just imagine if someone came up to you and said that they believe the very thing you’re most passionate about is perhaps the perfect medium to promote team spirit and bring people together. No matter what your passion, you’d probably be pretty stoked! We definitely were, when Jägermeister came to us with unique proposal. We were hooked and full of enthusiasm, and on top of it all, the mutual affinity was almost tangible. Jägermeister is known worldwide for their top quality herb digestif. In Germany, they're also known for their well-executed campaigns, their good sense of humor and their love for camaraderie. Their #wallsofwir campaign promoted community spirit, which is a typical topic for all of Jägermeister’s projects. The 4-week #wallsofwir campaign was focused on creating 4 large-scale murals in public spaces in four large German cities, Hamburg, Berlin, Cologne and Stuttgart, and had a roster of 16 German artists based in those respective cities. After the first bit of brainstorming, it was clear we had to create a special color for this occasion related to the classic Jägermeister Orange. "KNALL-ORANGE" which translates loosely to "BRIGHT- ORANGE" was created and handed out for free in graffiti shops in each city throughout the duration of the event, to further promote it. The project was kicked off in Hamburg by artists ANNA T-IRON, OJEY 80, HEIS and the ALPHABET BOYS. Supplied with a whole bunch of Montana BLACK cans, the team got to work to create a collage-style piece in the cities party district of St. Pauli. It turned out to be a real Jäger-masterpiece with Jägermeister’s font logo letter J as recognition feature. Next up, Berlin-based artists DEE DEE KID, GOGO PLATA, DEJOE and DIE DIXONS created a real Berlin Wall of unity. Featuring all kinds of creatures from humanoid to a more robotic faction, this wall invites its spectators to become a part of a unique team, including a designated selfie point for perfect angle. 141