Jack Daniel's

Re-established Jack Daniel’s musical credentials for a new generation.

JD Roots. A dynamic musical endeavour that takes bands back to their hometowns for a series of one-off gigs. Fans of the Cribs, the Horrors and Twin Atlantic competed for tickets on our site where they could also take a video tour of each bands’ hometown and discover the places that inspired them and their music. A broadcast media partnership with the NME took the experience to the masses and all three gigs were streamed live.

Despite the brand’s rock ’n’ roll heritage, through customer research we found that over half their new target market of 19-29 year olds saw no association between Jack Daniel’s and music. JD Roots established the legendary Tennessee whisky’s relevance for a younger audience by creating a platform that celebrates its heritage in music and whisky-making and the role their hometown plays in both.

We saw over 5,000 new sign-ups, of which 75% were under 29. And the gig attendance had an average age of 27.

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Phil Wilce
Creative Director
Charles Marsden
Production Director