Brown Forman and media agency Starcom Australia have teamed up to launch a multi-media out-of-home (OOH) campaign for Jack Daniel’s targeting the next generation of independent spirits drinkers.
Activating across the hubs of Melbourne CBD and Sydney’s inner west and eastern suburbs, the campaign features an audio-activated mural, a 3D billboard and a ‘peel back’ billboard, slowly unveiling a hidden message from the whiskey brand.
The OOH activations aim to build brand love and advocacy among Australians of drinking age by creating moments of cultural currency and focusing on placements at key consumer touchpoints, including at Sydney’s busy Enmore Road and Taylor Square.
The campaign is part of Jack Daniel’s ‘Make it Count’ brand platform, which encourages adult Australians to reject the labels society puts upon them and, instead, live boldly and ‘make their own label’. It also includes campaign activity across television, social and online video.
Patrick Bell, Starcom Australia business director, says Jack Daniel’s can create a human experience that injects something magical into the moment like no other alcohol brand.
"It means that, at Starcom, we are focused on media that sparks a sense of buzz and excitement for consumers," he says.
"We have thoroughly enjoyed partnering with Jack Daniel’s to bring the ‘Make it Count’ platform to life in a way that engages not just us marketing folk, but everyday Australians as well.”
Jack Daniel’s ‘Make it Count’ integrated campaign will run in Australian markets until April 2024.
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