Situation
Jack Daniels needed to connect with their target audience – individuals who value authenticity, originality, and a winning mindset. The brand needed a way to embody these values through relatable content.
Task
Create an engaging video series that would align Jack Daniels with influential personalities who authentically represent the brand’s values and resonate with the target audience.
Action
- Developed a video series hosted by George Oliphant
- Selected 10 carefully chosen celebrities including Jessica Harp, Brooklyn Decker, and Tiki Barber
- Created a simple, intimate interview format
- Asked each celebrity to define “Classic” through personal stories
- Focused on authentic storytelling and genuine moments
- Captured personal anecdotes that would resonate with viewers
Result
IAB recognized the campaign as a highlight in the storytelling space. NBCU, UM and Brown-Forman went on tour sharing insights and learnings with CMOs across the country.