Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: BROWN FORMAN
Product/Service: JACK DANIEL'S
Agency: ARNOLD WORLDWIDE
Chief Creative Officer: Pete Favat
Group Creative Director: Wade Devers
Director Of Global Marketing: Carmen D'Ascendis
Art Director: Travis Robertson
Copywriter: Bryan Karr
Producer: William Near
Production Company: Parq
Director: Stebs Schinnerer
Post Production: Parq
Media placement: Posters created - Wallscapes/traditional outdoor/print - 1/6/2011
Media placement: Facebook - Jack Daniel's Facebook page - 1/6/2011
Media placement: Digital banners - Website Jack drinkers check - 1/6/2011
Campaign Description
There's a lot of clutter in the United States Branded Entertainment.
Effectiveness
Jack’s always been an iconic symbol of the independent spirit. So, to reinforce that ideology, we created a campaign championing the independent spirit of Americans.
We thought the best way to illustrate that spirit in the work was to make it like Jack would - not the cheapest or fastest way, but the right way.
Therefore, for TV we shot on 6 different film stocks. We used a letterpress to make posters for the campaign artwork. In addition, our billboards were hand-painted murals.
I guess when you want to make something right it takes a little time. Just ask Jack.
Implementation
Jack drinkers are some of the most loyal and rabid fans out there, so we thought for the new Independence campaign we’d give them a voice. To do this, we created original artwork and put it on Facebook, encouraging people to vote for their favourite designs. We then used their picks in all our advertising; from the website, to billboards, to art cards on TV. We even produced actual limited edition posters, so fans could purchase their favourites online. We figure when you invite your audience into the process, they become awfully attached to the finished product.
Outcome
While the Independence campaign was one part of a larger organisational effort to drive sales growth, it contributed to a 2.6% increase to date year over year. Just as important, the campaign galvanised Jack Daniel’s fans on Facebook.
- The app received 38,000 visits in the month after it launched, including over 17,000 plays of the letterpress documentary.
- Over 100,000 new fans ‘liked’ the brand during the course of the Independence campaign.
- Over 3,000 posters were either downloaded, purchased or shared on Facebook.
- Over 1,300 people posted toasts.
A number of blogs and publications, with various different subject matters and communities, picked up the documentary organically.