jack daniel’s presents

Creating the cultural platform designed to redefine the rock ’n’ roll spirit for a new generation of drinkers.

In late 2017, we were briefed to create a new cultural platform that would bring Jack’s bold edge and independent spirit back to life, build awareness of Jack’s links to music, and deliver an event that could be amplified to a large audience.

Inspired by the way Jack himself used to host music nights in his own house back in Lynchburg, Tennessee, we set out to deliver an intimate gig and journey of discovery designed to showcase the spirit and hospitality of the brand, and firmly plant a rock ‘n’ roll flag back in the cultural calendar.

The result was ‘Jack Daniel’s Presents’ – a platform that enabled us to serve up unexpected talent in an unexpected location, and in doing so, create a once in a lifetime gig experience for 500 guests.

From the campaign platform, to the experience design that turned one of Jack’s most iconic assets - the bottle - into a hero piece of stage design for our bands to play in front of, ‘Jack Daniel’s Presents’ has created a meaningful way for the brand to connect communities and reignite the passion of music fans across the UK.

With highlights including The Vaccines at Manchester’s Victoria Baths in 2018, and Biffy Clyro at Birmingham’s Digbeth Arena in 2019, the brand has been able to engage far more than the 1000 people in attendance – reaching over 200m potential new customers in just two years through combined campaign, media and influencer amplification.