The Campaign

The "Label Story" campaign features cinema/broadcast spots and arena executions for exhibition at select major sporting events created by Brand New School. Among these elements, the cinema/broadcast spots spot "Old No. 7," debuted in high-profile cable and broadcast outlets. Two additional spots, "Tennessee" and "Proud" soon followed.

Resolving at the end on the "What the label doesn't tell you, a sip will" tagline, each new spot takes the brand's iconic, ornate label artwork on a lyrical, cinematic journey to explore legendary Jack Daniel's folklore visually. Using the label's calligraphic, high contrast, etching-inspired imagery, some of the brand's most compelling stories are told with an original language that is entirely owned by Jack Daniel's.

Iconic Design

The design language invented for this campaign became iconic for Jack Daniel's brand, and was adopted globally and in use for well over a decade.