Brown Forman and media agency, Starcom Australia, are connecting with the next generation of independent spirits drinkers via a new multi-media out-of-home campaign for Jack Daniel’s.
Activating across the hubs of Melbourne CBD and Sydney’s inner west and eastern suburbs, the campaign features an audio-activated mural, a 3D billboard and a ‘peel back’ billboard, slowly unveiling a hidden message from the popular whiskey brand.
The out-of-home activations aim to build brand love and advocacy among Australians of drinking age by creating moments of cultural currency and focusing on placements at key consumer touchpoints, including at Sydney’s busy Enmore Road and Taylor Square.
The campaign is part of Jack Daniel’s ‘Make it Count’ brand platform, which encourages adult Australians to reject the labels society puts upon them and, instead, live boldly and ‘make their own label’. It also includes campaign activity across television, social and online video.
“The ‘Make it Count’ campaign embodies the independent spirit of Jack Daniel’s. Through this eye-catching, innovative campaign, we’re able to celebrate individuals who choose to live boldly and enjoy the ride,” said Ale Alvarez, senior brand manager at Brown Forman.
“Jack Daniel’s can create a human experience that injects something magical into the moment like no other alcohol brand. It means that, at Starcom, we are focused on media that sparks a sense of buzz and excitement for consumers. We have thoroughly enjoyed partnering with Jack Daniel’s to bring the ‘Make it Count’ platform to life in a way that engages not just us marketing folk, but everyday Australians as well,” said Patrick Bell, Starcom Australia business director.
Jack Daniel’s ‘Make it Count’ integrated campaign will run in Australian markets until April 2024.
