Advertiser: BROWN FORMAN
Agency: ARNOLD WORLDWIDE
Category: Copywriting
Production Company: (Moxie Pictures)
Broadcast Producer: Alex Saevitz (Arnold Worldwide)
Broadcast Producer: Ben Ouellette (Arnold Worldwide)
Chief Creative Officer: Pete Favat (Arnold Worldwide)
Music: Neil Cleary (Neil Cleary)
Producer: Sam McGarry (Moxie Pictures)
Director/Cinematographer: Sean Meehan (Moxie Pictures)
Copywriter: Todd Mitchell (Arnold Worldwide)
Art Director: Travis Robertson (Arnold Worldwide)
Sound Design: Charlie Johnston (Charlie Johnston)
Copywriter: Greg Almeida (Arnold Worldwide)
Digital Producer: Josh Deitel (Arnold Worldwide)
Editor: Paul Snyder (Lost Planet)
Sound Engineer: Rex Recker (Rex Recker)
Digital Producer: Todd Buffum (Arnold Worldwide)
Group Creative Director: Wade Devers (Arnold Worldwide)
Editor: Charlie Johnston (Lost Planet)
Editorial Company: Lost Planet (Lost Planet)
Director Of Marketing: Paul Nelson (Arnold Worldwide)
Broadcast Producer: William Near (Arnold Worldwide)
Implementation
Three :30 and four :15 TV spots were created that highlight the special-ness of both the process and the place.Print ads featuring dynamic images of Lynchburg, TN and kinetic type ran in conjunction with the TV spots.We created a short film titled, “Birth of a Barrel.” Using only a musical score and natural sound, we watch as a Jack Daniel’s whiskey barrel is brought to life.
Effectiveness
Even with worldwide whiskey shortages, and global price increases, the Jack Daniel's brand continues to grow at a double digit pace.
Campaign Description
There is a specialness in how and where Jack Daniel’s makes their whiskey. This hand-made, meticulously crafted drink has been made the same way since 1866 - with each and every drop made in Lynchburg, TN. Our challenge was conveying this to the consumer in an interesting way and bringing out the specialness of not only how Jack is made, but the place it comes from.We created a seven spot television campaign, a print campaign and a short film shot entirely in Lynchburg, TN. The tone ranged from poetic to rugged as we pulled back the proverbial curtain to show what goes into each and every bottle of Jack Daniel’s.