Jack Daniel's: At Home
April, 2021
We worked with the Jack Daniel’s team to develop a suite of creative assets that communicated the key consumption occasions at home, with the intention to inspire consumers to drink Jack Daniel’s and aid top of mind awareness.
For this campaign, we shot and created assets for both their well known brands such as Jack Daniel’s, Gentleman Jack and Single Barrel, as well as their brand new Seltzer range, of which the assets were used in the launch campaign.
Over a 2 day shoot, we created a total of 11 sets and shot around 20 drinks to deliver over 200 assets. The key themes explored were; at-home cocktail inspiration, social/shared occasions, watching sport at home and enjoying food with the product.
With this in mind, we created short and snappy inspiration videos that featured the full cocktail recipe, showing people how easy the drinks are to create at home, which was particularly key during the COVID lockdown. In addition to these videos, we also created stills and GIFs for each drink/cocktail that would be used in always-on content on the Jack Daniel’s Australia social media channels.
The end result was a suite of assets that took conventional occasions/moments and made them look and feel uniquely Jack Daniel’s.
Ebony Morrison
Producer
Jack Toohey
Director
Jack Single
DOP
Arun Surendran
1st AD / Editor
James Tarbotton
Photographer
Paige
Stylist Assistant
Tomas Keyes
Gaffer
Kirsten Muller
Account Manager
Alex Wilson
Best Boy
Anouk Berney
Production Assistant
Morgan Ferguson
Stylist
Kath Thomas
Runner
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