Jack Daniel’s launches OOH campaign via Starcom Australia
Brown Forman’s whisky brand Jack Daniel’s has launched a new multimedia OOH campaign via Starcom Australia, across Melbourne’s CBD and Sydney’s inner west and eastern suburbs, aiming to engage with the next generation of independent spirit drinkers.
The campaign features an audio-activated mural, a 3D billboard, and a ‘peel-back’ billboard, which slowly unveils a hidden message.
It aims to build brand love and advocacy among Aussies of drinking age, by creating moments of cultural currency and focusing on placements at key consumer touchpoints including Sydney’s Enmore Road in the inner west.
It spotlights as part of Jack Daniel’s ‘Make It Count’ brand platform, which encourages 18+ Aussies to live boldly, reject the labels society puts upon them, and instead, ‘make their own label’.
“The ‘Make it Count’ campaign embodies the independent spirit of Jack Daniel’s,” said Ale Alvarez, senior brand manager at Brown Forman.
“Through this eye-catching, innovative campaign, we’re able to celebrate individuals who choose to live boldly and enjoy the ride.”
Patrick Bell, business director at Starcom Australia, added: “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,” Bell continued. “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.”
The campaign will run until April, with supporting activity across TV, social and online video.
Credits:
Brown Forman / Jack Daniel’s
Marketing manager – Rachel Pullicino
Senior brand manager – Alejandra Alvarez
IMC manager – Tianwei Pang
Starcom
Client service director – Sam Down
Business director – Patrick Bell
Account director – Manon Jardin
Group investment director – Amy Liang
Investment manager – Bianca Mou
OOH Partners
oOh! + Prodigious – 3D billboard
JCDecaux – Special build
Revolution360 – Audio triggered billboard
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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