Jack Daniel’s Tennessee Honey launched in the US in 2011, with its heavy rock twist on a nature doco starring Biker Bee and the tagline, Fly Straight. Drink responsibly.
Strangely, the idea of the honey flavoured Jack was to make a gender neutral whisky to expand Jack Daniel’s market.
Biker Bee evolved into the social bee campaign, Swarm.
In print, Jack Daniel’s Tennessee Honey’s line was, ‘A little bit of honey a whole lot of Jack’ and although this is strong in other markets, it didn’t hit the nail on the head in Australia.
So, Arnold Furnace did its own research here, then created a print and digital campaign around the brand’s party drink appeal.
The creative spark for the campaign came from the unlikely similarity between a crowd of people and a cluster of bees at a particular distance, scale and colour. Each execution features a huge pack shot that appears to have attracted a swarm of bees as if to a honey pot. However, on closer inspection you soon see that they’re not bees at all but hundreds of party goers kicking the night off in style. All summed up by the line ‘Draws a crowd’.
I
f you’ve been in advertising for a while, you’ll notice that this execution ticks every ‘rule’ in the guidebook to great ads in print. Newbies, pay attention.
Tom Spicer, executive creative director Arnold Furnace stated, “Massive product shot, tick. Consumer education on how and where to enjoy the product, tick. Creative idea, tick. Pithy endline, tick. It’s not often an ad has to be so hard working but still manages to deliver its message with humour, style and Nicsimplicity. Of course what is conceptually simple isn’t always simple to produce – hats off to Steve and the crew at Cream for painstakingly working their 3D magic. There’s more detail in there than you can shake a stick at (and a prize for the first person to spot Jack).”
Nora-Kate O’Connell, brand manager, Jack Daniel’s added,” Jack Daniel’s are thrilled with the new ‘Draws a crowd’ creative campaign. We believe it answers what was a tricky brief with a lot of demands, requiring both educational and emotional messages for our consumers. The surprise and delight that the “bees” concept delivers is spot on for the Jack Honey personality whilst the background tones, refreshment cues and the richness of the ‘Draws a crowd’ message is great for the more sociable member of the Jack Daniel’s trademark. Another outstanding job from Arnold Furnace and a clear case of a very happy client!”
Creative credits:
Agency: Arnold Furnace
Executive creative director: Tom Spicer
Creatives: Luke Duggan and Cameron Brown
Designers: Darren Cole, Nic Adamovich, Jonathan Miranda
Producers: Chris Hulsman, Brigit Brice, Anneke Rose
3D Design: Cream Studios
Photographer: Adrian Cook
