JACK DANIEL’SROOTS

Despite the brand’s Rock’n’Roll heritage, our consumer research uncovered that over half their core target market (19–29 year olds) believed Jack Daniel’s had no association with music. This campaign helped reignite Jack Daniel’s association with music.

Jack Daniel’s JD Roots campaign hero
JD Roots artist campaign posters

We created a music campaign for Jack Daniel’s called JD Roots. Bands were interviewed about the roots of their inspiration and performed gigs at those venues with tickets available to Jack Daniel’s fans.

RESULTS

Reach

Traffic

Engagement

JD Roots letterpress poster campaign
JD Roots design system artwork
JD Roots design system typography

The campaign was about going back to your roots. Tennessee is home to both Jack Daniel’s and the legendary Hatch Show Print shop so it was appropriate to use beautiful letterpress type throughout.

AWARD

W3 Award
JD Roots Trackmat player concept
JD Roots NFC artist beer mats
JD Roots NFC Trackmat experience

Years before Yoto made tangible audio mainstream, we turned the humble beer mat into an NFC music format that you could listen to on your phone. And then went one step further by creating a unique Track Mat music player to play them on.

RESULTS

Trackmats
distributed

Grassroots
venues

Private case study

Unlock

Enter the password to unlock the full portfolio.