Gentleman Jack: Not all gentlemen can be Gentleman Jack.
Brown Forman wanted to re-build the concept of 'gentleman' to complement the independence equity of the mother brand. Our challenge at DBrand Dreams was to integrate a global campaign at the local level to launch a true Jack Daniel’s Gentleman.
We explored the universe of gentlemen in our contemporary society and connected that essence to the iconic
Jack Daniel’s brand. We learned and articulated that not all gentlemen of the world can be Gentleman Jack.
The result was a campaign inspired by the global work developed by Arnold Worldwide creative agency and a consumer journey through clandestine secret bars inspired by the America of the 20s during Prohibition, all rooted in the umbrella idea The Order of Gentleman.