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Project

Client: Jack Daniel’s

Year: 2021

Industry: Drinks & spirits

Deliverables

Visual, verbal, motion, interaction, digital content, environmental, innovation, production

Setting a new standard

We were tasked by Brown-Forman to create a new product pillar. Located at Barracuda, the region’s leading drinks super store, the pillar needed to showcase the full range of Jack Daniel’s products. It is an extremely competitive environment where the leading global brands test and showcase highly conceptual product stands. Guided by the ‘Make it Count’ global Jack Daniel’s campaign and inspired by the bright lights of Times Square in New York City, we created a concept that literally pulled consumers in. This was achieved by creating innovative solutions that relied on technology and motion. From when future ‘Friends of Jack’ entered the store, they were easily able to identity the towering stand, thanks to the wraparound top screen which broadcast a multitude of animations and video content of the products. On closeup, a large LED animation of the iconic Old No. 7 was centered in the stand creating a hypnotic effect.

Setting a new standard

We were tasked by Brown-Forman to create a new product pillar. Located at Barracuda, the region’s leading drinks super store, the pillar needed to showcase the full range of Jack Daniel’s products. It is an extremely competitive environment where the leading global brands test and showcase highly conceptual product stands. Guided by the ‘Make it Count’ global Jack Daniel’s campaign and inspired by the bright lights of Times Square in New York City, we created a concept that literally pulled consumers in. This was achieved by creating innovative solutions that relied on technology and motion. From when future ‘Friends of Jack’ entered the store, they were easily able to identity the towering stand, thanks to the wraparound top screen which broadcast a multitude of animations and video content of the products. On closeup, a large LED animation of the iconic Old No. 7 was centered in the stand creating a hypnotic effect.

Results & testimonial

Feedback from Barracuda was overwhelmingly positive with the General Manager stating that it was the most innovative display that he had seen during his 10-year tenure. Additionally, it has now been earmarked as best pratice and will be rolled out across other markets.

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