Telling the Stories That Surround Jack Daniel’s.
JACK DANIEL’S
We looked to the label itself as a platform to educate Jack drinkers about its rich history and developed a 3D site experience that allowed users to click and turn the bottle to discover the stories on the label. I researched, wrote, and produced the nine brand videos and directed the animation to create the bottle sequences and website.
BRIEF
• Website
• 3D Animation
• Storyboards
• Video
• Paid Media
WORK
Click to turn the 3D bottle left or right to explore the label.
Click on a glowing icon to launch a video story.
Jack Daniel’s Video Stories
Meet Jack Daniel
Old No. 7
Charcoal Mellowing Process
Making Our Barrels
Tennessee Sour Mash Whiskey
Oldest Registered Distillery
Digital Campaign
NBC.com Custom Media Player
Visitors to NBC.com were served with a Jack Daniel’s branded media player featuring label stories along with episodes of popular NBC videos like Saturday Night Live, Friends, and Seinfeld.
Digital Display Ads
Digital display ads featured animations that told the stories from the label and drove traffic to the website.
Successfully Stiring the Brand Story.
JACK DANIEL’S
It took almost 18 months, 2 visits to Lynchburg, TN, and interviews with the brand historian, and master distiller to complete. Site visits were high after the launch and video completion rates averaged 5+ minutes per session. Friends of Jack CRM newsletter subscriptions were also up 17% during the campaign.
RESULTS
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