It's the number one bar call across the world. Wherever you are, you can be pretty sure you can order a Jack & Coke. But Jack Daniel's had a bit of a problem with this. They can't mention the C word when telling people about this popular drink.

Our idea was pretty simple. For such a well known tipple the name is already in the consumers head. So all we had to do was trigger it for recall. We did this with a series of visceral, thirst quenching films that focused on what goes into making a great Jack & Coke. And to make sure we captured every bubble and fizz, we commissioned liquid specialist Jonathan Knowles to shoot it in all its glory.

These films were then used as targeted social ads and in partner bars on digital screens to get consumers to be thinking about ordering a JD&Coke before they'd even taken a sip.