Jack Daniel's

Jack the locker

Agency: Iris Worldwide


Whiskey brand Jack Daniel’s is teaming up with artist Wesley Joseph for a new campaign, ‘Jack the locker’, which sees it change the design of its iconic label T-shirt for the first time ever, using Joseph's own personal interpretation. As part of its ongoing ‘Make your own label’ push, Jack Daniel’s is inviting drinkers to reject societal labels, create their own, and live boldly.

The activation, which involves the brand “hacking” parcel delivery lockers to give a limited number of fans the chance to get one of the exclusive tees, was developed in partnership with global creative network Iris Worldwide.

Working with Iris, Jack Daniel’s is leveraging one of its most iconic brand assets, the Jack Daniel's label T-shirt, to give the next generation of JD drinkers a way to ‘Make it Count’ by making their own label, using theirs. The campaign aims to create buzz and engagement on social channels, boosting relevance and brand perceptions as a result.

To achieve all of this, Iris set out to identify an influencer with an engaged fanbase within their niche, based on the idea that subcultures hold more power over adult Gen Z than the mainstream.

The agency identified Wesley Joseph, a British songwriter, producer and filmmaker based in London, as the talent partner for the campaign. Joseph has brought the Jack Daniel’s ‘Make it Count’ proposition to life by making his own label with his own concept ‘Natural Daydream’, in the form of a special limited-edition Jack Daniel’s T-shirt.

Inspired by drop culture, Jack Daniel’s has “hacked” delivery lockers around the UK to give people the chance to get one of the 200 limited-edition tees.

From today, the brand will reveal a number of codes via Instagram. To win one of the limited run of T-shirts, people who enter and receive one of the codes are invited to rush to the lockers, found in London, with the first one to get there and enter the code winning one of the tees. There are also more chances to win in cities around the UK through Instagram.*

To drive engagement around the activation, Jack Daniel’s is launching a series of social executions featuring Joseph, including teaser content of the artist talking through his design process.

The film content was directed by multi-award-winning director and writer Chris Chuky through Eleanor Films, the first and only Black and woman-owned production company in the US and UK.

This professional campaign titled 'Jack the locker' was published in United Kingdom in April, 2024. It was created for the brand: Jack Daniel's, by ad agency: Iris Worldwide. This Digital medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted about 1 month ago by Owner: Julia Conroy of Julia Conroy Limited.


Creative agency: Iris

Charlotte Coombes – Group Account Director

Helen Barrett – Account Director

Fran Moore – Account Director

Dani Dullaghan – Strategy Director

Callum Richie – Social Strategist

Larissa Andrianakos – Community Manager

Rachel Byles – Head of PR + Partnerships

Ashley Phillips – PR + Partnerships Director

Teresa Luparini – PR + Partnerships Manager

Hannah Lawrence – Integrated Producer

Grant Hunter – Chief Creative Officer

Jan Pruijser – Associate Creative Director

Ben Parmenter – Junior Creative

Keilan Grant – Junior Creative

Nicole Vanner – Designer

Filipe Alonso – Senior Designer

Billy Thomas – Head of Artwork

Benjamin Lau – Motion Designer

Guy Cain – Production Manager

Eleanor Films

Chris Chuky – Director

Tony Longe – Creative Producer

Jack Howard - Executive Producer

Lauzza – Editor

Ethan Lodge – Cinematographer

Joe Munro – Art Director

George Nelson – First AD

Lostboy - Executive Music Producer

The Museum for ...
McDonald’s Aust...


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.