Jack Daniel’s uses First Global Campaign to ‘Make it Count’
With the launch of the film “First Timers” the iconic Tennessee whiskey brand celebrates its global audience
Lynchburg, Tenn. (October 1, 2020) – In a historic move, Jack Daniel’s is introducing its first truly global creative campaign, “Make it Count.” The campaign showcases a new way of thinking for the 154 year old brand that celebrates the people who drink it. Set to launch October 1, the campaign is brought to life through multiple executions on TV, social, digital, out of home and print platforms in 100+ countries.
As a global brand that wanted to fuel its iconic status, it was time for Jack Daniel’s to showcase their unique view of the world. The new campaign, “Make it Count”, focuses on the impact on peoples’ lives when they decide to choose boldly and with purpose every day, much like Mr. Jack did throughout his own life.
The :60 film “First Timers” kicks off the campaign, showcasing Jack Daniel’s consumers who decide to live boldly and try something they’ve always wanted to do. You can watch the video here.
The new campaign is by creative agency Energy BBDO. The inspiration for the campaign comes from a vintage Jack Daniel’s ad that read “Proudly served in fine establishments and questionable joints.” It served as a reminder that Jack is for everyone. As a result, “Make It Count” is about its fans who grab life by the horns and make the most of their experiences.
“With ‘Make it Count’ we have a long term platform that resonates with consumers, especially in today’s environment, and carries the message of Jack’s bold, independent spirit,” said Matias Bentel, Chief Brands Officer of Jack Daniel’s parent company, Brown-Forman. “We know that this world class creative will continue to drive the successful globalization of our Jack Daniel’s brand.”
“Relaunching an iconic brand like Jack Daniel’s? We’ve always wanted to do that. It has been a wonderful collaboration with our client partners, and we’re thrilled for what’s to come,” said Josh Gross and Pedro Pérez, Co-Chief Creative Officers of Energy BBDO.
“First Timers” was shot in Kiev, Ukraine following all social distancing protocols. Renowned Director Ian Pons Jewell led the five-day shoot overseen by the creative and client teams via Zoom, with team members from every possible time zone tuning in to create the final product.
Media agency Spark Foundry is the global media partner for Make it Count, negotiating and executing paid media activity for the launch across most major markets globally.
About Jack Daniel’s
Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery is the first registered distillery in the United States and is on the National Register of Historic Places. Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey, Gentleman Jack Rare Tennessee Whiskey, Jack Daniel’s Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Sinatra Select and Jack Daniel’s Country Cocktails. Today, Jack Daniel’s is a true global icon found in more than 170 countries around the world and is the most valuable spirits brand in the world as recognized by Interbrand.
Your friends at Jack Daniel’s remind you to drink responsibly.
About Energy BBDO
Energy BBDO is a leading-edge creative organization energizing people and brands. Based in Chicago, it’s a subsidiary of the BBDO Worldwide Network. Every day, BBDO people in 81 countries work job by job and client by client to create and deliver the world’s most compelling commercial content. BBDO is part of Omnicom Group Inc. (NYSE-OMC) (www.omnicomgroup.com).
About Spark Foundry
Spark Foundry is a global media agency brand within Publicis Media, and has offices within Publicis One, both of which are key divisions of Publicis Groupe[Euronext Paris FR0000130577, CAC 40]. Spark Foundry’s bold vision harnesses a startup spirit with a powerhouse soul that melds an entrepreneurial, innovative business approach with the full resources, capabilities and marketplace clout of Publicis Media. With 3,000 employees in 50 countries across the world, the agency leverages the best industry talent and the growing footprint of its 60 offices in key markets, including the USA, UK, MENA, Poland, Australia and China.