Jägermeister wanted to celebrate 30 years since the fall of the Berlin Wall. We leveraged the brand's deep ties to the German music scene with a giveaway presented in the format of 1989.

Loaded with music from Jäger’s roster of German DJs, these concrete cassettes incorporated genuine remnants from the Berlin Wall into the mix. Instead of the conventional A and B sides, the tapes were divided into E (East) and W (West), reflecting where the DJs were from and their unique cultural significance.

Jäger lost funding for the Concrete Kassette, so this project never saw the light of day. Still, we managed to produce a working prototype and there's always the 40th anniversary, eh? ✊  

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