Jack Daniel's has never been a brand that's tried to be anything other than exactly what it is, which is what makes it so darn appealing to people with little else in common. From bikers to bankers, as we used to say.
This Webby award winning site and all our digital work for Jack was created as an expression of that uncompromising sensibility, while still serving to introduce the brand to new fans in all new ways.
Mobile Bartending App
Nellie's Cage Free Eggs
You've got to hand it to Nellie's. This is a company founded on the simple belief that you don't have to mistreat chickens to raise eggs, and has led the charge against factory farming for years. All while growing into one of the largest producers of cage free and organic eggs in the country.
Here's how we introduced Nellie's to big cities across the northeast, driven by online videos starring a young woman and her fine feathered roommate.
Beyond pre-roll, additional content from the shoot was used to fill Nellie's social channels throughout the run of the campaign.
Out Of Home
Jack Daniel's Racing
A winner at the Webby's and W3's, Jack's Track is an immersive interactive experience built to give Jack Daniel's Racing fans an insider's look at the workings of their favorite NASCAR team. The brand strategy was to connect the exacting standards that goes into racing with the making of Jack Daniel's itself.
In the garage, out on the track, and in the pits, visitors could dig deep into what it takes to build and race a winner. Average site visits lasted nearly six minutes.
In addition to Jack's Track, our work to support the team included ongoing paid display, plus the launch of a first of its kind, Jack Daniel's sponsored online post-race show.
Jack's Track - Site Demo Video
Lucchese boots are like no other boots out there, and for one good reason: the people who make them. We're talking about third and fourth generation boot makers, still making boots the same way Sal Lucchese did when he got the ball rolling in 1883.
They've put boots on the feet of everyone from Teddy Roosevelt to Johnny Cash. They make the sort of boots you don't buy, you earn. And these people are the real story of Lucchese-- it's their craftsmanship that makes Lucchese the finest boot company in America. All we had to do was show that craftsmanship in action through a mix of online video content, print, and in-store.
Two months after launch, year-over-year online sales doubled.
Dave & Buster's
The awesome thing about a big night at Dave & Buster's? The fun sticks with you.
A video montage of various digital projects from over the years, featuring an original score by TV On The Radio.
Joe's Crab Shack
Joe's customers will tell you, much as they love the food, it's really all about the experience. Whether you're strapping on a lobster bib or diving elbow-deep into a bucket of crab, eating at Joe's is just plain different. And that's what we set out to capture.
As for the last spot here? We just had to do it. The male protagonist even went viral with his own long-form Youtube video and a robust following on Facebook.
From The Gulf
Ten seconds of funny from back in the day. This got nods from CA, the One Show, and ABC's World's Funniest Commercials.
The worst thing you can do when talking to kids about smoking is talk down to them. So we figured, why not bring kids in on the creative itself? And what they kept telling us was they didn't need statistics or medical facts about smoking to know it was bad. They knew it in their guts.
So guts it was, or a stomach to be exact. And lungs. And a brain, too.
Some adults have seen this campaign and said, "I don't get it." Meanwhile, teen smoking rates in Vermont have fallen to historic lows, and this crazy effort was named Non Profit Campaign of the Year by the New England Ad Club.
A random assortment of work for Okemo Mountain Resort, Sugarbush, The Vermont Department of Health (CA Annual), and of all things, a campaign for a faith-based wrestling league called Kingdom Warriors Wrestling, which appeared in Archive. Go figure.