JACK DANIEL'S

"SPIRIT BEHIND THE MUSIC" SOCIAL CAMPAIGN

Jack Daniel's wanted to highlight the connection between good music & smooth sipping whiskey. It had to be engaging, authentic and hold to their brand maxim, 'to tell not sell'.


So we created the 'The Spirit Behind the Music' campaign. A social campaign that put Jack Daniel's at the heart of the good times when you're letting loose at a festival.

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TWO STORIES, ENTWINED

Our idea was to tell the festival story from two perspectives, that of the festival goers, and of the bands who play there. And because it's Jack we had to do it for real.

This meant following two festival goers over the course of a weekend, with our commissioned photographer, Henry Dean, capturing the atmosphere and excitement of live music from their perspective. And it also meant hanging backstage (not so bad) with a band to capture the pre-performance buzz and the camaraderie on show.

 

FESTIVALS, JACK'S STYLE

We shot off-the-cuff in the middle of the action to keep it authentic, pulling it altogether in post to create three engaging insta stories that told a festival story, Jack Style.

 
 

JACK'S SPIRIT LIVES ON

After being launched in the UK it was then rolled out across the entire European market, taking our lead on visual usage & copy with a suite of supporting assets, meaning Jack could stay at the heart of the festival throughout the summer.

 
 

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