On the eve of Jägermeister Racing’s 50th anniversary, the new Rennmeister brand created by Jägermeister and Classic Driver’s creative consultancy CD Works sheds a whole new light on iconic orange racing cars.
Orange cars drive faster
Since their first appearance on the circuit in 1972, iconic cars from Jägermeister Racing have made motorsport history. Dressed in their bright orange livery, proudly wearing the Hubertus stag and fitted with massive fenders and wooden-shaped spoilers, Jägermeister Racing’s most famous machines like the Porsche 911 RSR, the BMW 320 Group 5 or the Ford Capri RS are hailed as icons of the 1970s and motor racing of the 1980s. And many drivers of that golden age – think Hans-Joachim Stuck, Niki Lauda or Jochen Mass – have secured eternal pole positions in the temple of the world’s fastest fame. For three decades Jägermeister Racing cars have competed across Europe and amazed drivers and spectators with their sight, sound and speed.
But that’s not all: With their bold design language, focus on daring performance, and an uncompromising quest for mastery, the Jägermeister Racing team also left an everlasting impact on pop culture, creating the one of the most influential and recognizable symbols of avant-garde marketing. and building an authentic brand. These fast-paced brand ambassadors who once roamed the racetracks and paddocks, have had a significant impact on Jägermeister’s worldwide fame – making us all feel: Orange cars go faster!
Race cars after dark
On the eve of Jägermeister Racing’s 50th anniversary, the new Rennmeister brand sheds new light on iconic racing machines and the culture around them. Stepping out of their natural racing environments and out to unexpected settings like nightclubs, galleries and other places of urban culture, Jägermeister Racing cars are not just highly functional racing tools. They are also fascinating sculptures and dramatic works of art on wheels. As artefacts from an exciting, exuberant and exaggerated era in sports, pop culture, art and design, these cars have the potential to inspire us to be rebellious and daring in every move, to dare the unknown, strive for perfection – and break a few rules along the way.
Created by Jägermeister and CD Works, the creative consultancy firm of Classic Driver, Rennmeister will experiment with contemporary forms of storytelling and visual communication, pop-up events and branded collaborations, all loosely linked to the idea of throwing a new look at iconic cars from Jägermeister Racing. The heart of this exciting business is the new Instagram channel @ rennmeister72 which will entertain followers around the world with a stream of surprising and engaging photos, videos and digital artwork. At the same time, events after dark in selected cities will create opportunities to interact with the iconic cars of Jägermeister Racing and the protagonists of the Rennmeister brand in unexpected ways.
Power play at Kraftwerk Berlin
For Rennmeister’s launch, this year’s three flagship cars – the Porsche 911 RSR, the BMW 320 Group 5 and the Ford Capri RS – were taken to Kraftwerk Berlin for a spectacular photo production. Often referred to as ‘Berlin-style Tate Modern’ due to its epic proportions and brutalist appearance, the former powerhouse is now one of the hotspots of the metropolitan subculture, home to concerts, exhibitions, installations. lights and the techno club that defines the era. Treasure. Following Rennmeister’s experimental spirit, up-and-coming German photographer Stephan Bauer followed the three racing cars on a dusk-to-dawn journey through the catacombs of Kraftwerk Berlin, creating powerful images made up of lights, shadows , high contrasts and bright orange silhouettes. .
Porsche 911 RSR – The living legend
One of Jägermeister’s most iconic racing cars, this rare factory Porsche RSR 3.0 dresses the famous 911 shape in a visually stunning racing suit.
BMW 320 Group 5 – The hero of the working class
BMW 3 Series on steroids, this Group 5 racer is not only a working class hero, he also has one of the most spectacular appearances in Jägermeister orange racing cars.
Ford Capri RS 2600 – The street legal rally rocket
The Ford Kleint-Capri RS 2600 is an authentic, accessible and street legal archetype of 1970s rally culture.
We don’t want to reveal too much just yet, but: The Rennmeister team are busy working with content creators, artists and brands around the world, creating the next chapter in the exciting history of Jägermeister Racing. Follow @ rennmeister72 on Instagram to stay inspired and not miss the next hit.
Photos: Stephan Bauer for Rennmeister © 2021