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Jack Daniel's Makes It Count with Swanky Global Campaign

Creative 1.1k Add to collection

Together with Energy BBDO, the iconic Tennessee whiskey brand celebrates its global audience with the launch of the film 'First Timers'

Jack Daniel's Makes It Count with Swanky Global Campaign
In a historic move, Jack Daniel’s is introducing its first truly global creative campaign, 'Make it Count'. The campaign showcases a new way of thinking for the 154 year old brand that celebrates the people who drink it. Launching today, the campaign is brought to life through multiple executions on TV, social, digital, out of home and print platforms in 100+ countries.

As a global brand that wanted to fuel its iconic status, it was time for Jack Daniel’s to showcase their unique view of the world. The new campaign, 'Make it Count', focuses on the impact on peoples’ lives when they decide to choose boldly and with purpose every day, much like Mr. Jack did throughout his own life.

The :60 film 'First Timers' kicks off the campaign, showcasing Jack Daniel’s consumers who decide to live boldly and try something they’ve always wanted to do.

The new campaign is by creative agency Energy BBDO. The inspiration for the campaign comes from a vintage Jack Daniel’s ad that read 'Proudly served in fine establishments and questionable joints'. It served as a reminder that Jack is for everyone. As a result, 'Make It Count' is about its fans who grab life by the horns and make the most of their experiences.

“With ‘Make it Count’, we have a long term platform that resonates with consumers, especially in today’s environment, and carries the message of Jack’s bold, independent spirit,” said Matias Bentel, chief brands officer of Jack Daniel’s parent company, Brown-Forman. “We know that this world class creative will continue to drive the successful globalisation of our Jack Daniel’s brand.”

“Relaunching an iconic brand like Jack Daniel’s? We’ve always wanted to do that. It has been a wonderful collaboration with our client partners, and we’re thrilled for what’s to come,” added Josh Gross and Pedro Pérez, co-chief creative officers of Energy BBDO.

'First Timers' was shot in Kiev, Ukraine following all social distancing protocols. Renowned director Ian Pons Jewell led the five-day shoot overseen by the creative and client teams via Zoom, with team members from every possible time zone tuning in to create the final product.

Media agency Spark Foundry is the global media partner for 'Make it Count', negotiating and executing paid media activity for the launch across most major markets globally.

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Client: Jack Daniel’s

Project Title: ‘Make It Count’


Agency: Energy BBDO 

Chief Creative Officers: Josh Gross & Pedro Pérez

Chief Innovation Officer: Alan Parker

Creative Directors: Lucas Owens & Monique Kaplan

Associate Creative Directors: Jordan Sparrow & Ricky Johanet

Design Director: Hung Vinh

Head of Integrated Production: John Pratt

Executive Producer: Jeff Davis

Producer: John Paul Ward

Executive Director of Music: Daniel Kuypers

Managing Director: Lianne Sinclair

Senior Global Account Director: Greg Morrison

Account Supervisor: Arika Jeter

Account Executive: Emma Flynn

Chief Strategy Officer: Larry Gies

Group Strategy Director: Allison ArlingGiorgi

Strategy Director: Chase Donahue

Social Strategist: Casey Campbell


Production Company: RESET Content

Director: Ian Pons Jewell

Producer: Jon Adams


TV Editorial Company: Whitehouse Post

Executive Producer: Caitlin Grady

Post Producer: Ryan Smith

Editor: Tobias Shum

Assistant Editor: Paul Chung


Visual Effects Company: Carbon

Producer: Tessa Treanor

Executive Producer: Nick Haynes

Flame Artist: Philip Akka


Audio Company: Wave Studios

Producer: Eleni Giannopoulos

Executive Producer: Vicky Ferraro

Senior Audio Designer: Chris Afzal


Colour Company: ETC London

Colourist: Luke Morrison

Content Editorial Company: Flare Chicago

Director of Studio Production: Mitch Monzon

Executive Producer of Post Production: Jenny McDonald

Associate Design Producer: Allison Hemingway

Senior Motion Designer: Viky Kryvanos

Content Colour Company: Nice Shoes

Colourist: Ron Sudul

Producer: Serena Bove

Media agency

Media Agency: Spark Foundry


PR Company: DVL Seigenthaler/Finn Partners

Categories: Spirits, Alcoholic Beverages

Energy BBDO, Thu, 01 Oct 2020 14:49:23 GMT