JansenHarrisJansenHarris
Project
Client: Jack Daniel’s
Year: 2015
Industry: Drinks & spirits
Awards: Transform MENA Award Winner: 1x Silver
Deliverables
Visual, verbal, motion, interaction, digital content, environmental, event, engagement, innovation
Jack joins the party
Jack Daniel’s’ brief was to become a talking point at all local events. Essentially, to become part of the experiences that define the memories of a lifetime for 21– 40-year-olds in the region. The proposed solution was a 360° mobile container bar that could be used throughout the year. It started with an empty shell, but by the end it was a complete Jack Daniel’s experience that would go on to make many ‘Friends of Jack’ over the ensuing years.
Some of the highlights of the projects included a DJ space on the roof, original barrels shipped in from Lynchburg, Tennessee to form the bar counter and various digital screen telling the many authentic stories that only a 150+ year brand could tell. All of this in a 40-foot container that relies on hydraulics to open and close and is completely self-contained. At the time of the project, containers were not utilised in this way. This would go on to become a global benchmark that’s been copied, but never bettered over the years.
Jack joins the party
Jack Daniel’s’ brief was to become a talking point at all local events. Essentially, to become part of the experiences that define the memories of a lifetime for 21– 40-year-olds in the region. The proposed solution was a 360° mobile container bar that could be used throughout the year. It started with an empty shell, but by the end it was a complete Jack Daniel’s experience that would go on to make many ‘Friends of Jack’ over the ensuing years.
Some of the highlights of the projects included a DJ space on the roof, original barrels shipped in from Lynchburg, Tennessee to form the bar counter and various digital screen telling the many authentic stories that only a 150+ year brand could tell. All of this in a 40-foot container that relies on hydraulics to open and close and is completely self-contained. At the time of the project, containers were not utilised in this way. This would go on to become a global benchmark that’s been copied, but never bettered over the years.
Results & testimonial
The container has been used at dozens of events over the years. From international music acts to sporting events, the Jack Daniel’s brand has been front and centre.
“The container bar was a huge project for Brown-Forman, and one that JansenHarris 100% delivered on. Challenges were overcome along the way by the team’s ability to problem-solve, and the end result was one we could not have been happier with. It answers our brief in more ways than we anticipated and is the perfect marketing tool to help us build on our loyal millennial consumers. We’re looking forward to continuing our partnership with JansenHarris by providing our consumers with more brand-led experiences”.
Jay Malik
Commercial Director MENA, Brown-Forman
