Description
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 16 days ago by Owner: Julia Conroy of Julia Conroy Limited.
Credits
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