When you’ve been around since 1866, a lot of stories surround your brand.
JACK DANIEL’S
That insight led us to look to the label itself as a platform to educate Jack drinkers about its rich history. We developed a 3D site experience that allowed users to click and drag to turn the bottle and discover what the elements on the label really meant. As parts of the label lit up, users could click on them to launch videos. I researched, wrote and produced the nine brand videos as well as directing the animators to create the bottle sequences.
BRIEF
• Website
• 3D Animation
• Storyboards
• Video
• Paid Media
WORK
Click and drag the navigation bar to turn the 3D bottle left or right to explore the label. Icons with stories would glow indicating they were clickable.
Clicking on a glowing label icon would launch a window that would play the video story.
Meet Jack Daniel
Old No. 7
Charcoal Mellowing Process
Making Our Barrels
Tennessee Sour Mash Whiskey
Oldest Registered Distillery
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 Campaign
Paid programmatic display ads featured animations that told the stories from the label and drove traffic to the website.
JACK DANIEL’S
Successfully Stiring the Brand Story.
RESULTS
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.
Let’s talk creative.
Interested in learning more about this project or other capabilities. Hit me up.