Jack Daniel’s isn’t the only brand to do a fashion collab but Iris Worldwide has made the trend infinitely more interesting. The campaign, Jack the locker, “hacks” parcel delivery lockers to give a limited number of fans the chance to get one of the campaign’s exclusive tees, featuring a new design on the Jack Daniel’s label T-shirt for the first time ever by Wesley Joseph. The Jack Daniel’s t-shirt is one of the brand’s most famous brand assets.
The idea is part of the brand’s ongoing Make your own label push, inviting drinkers to reject societal labels, create their own, and live boldly.
The Jack Daniel’s t-shirt is one of the brand’s most famous brand assets, the Jack Daniel’s label T-shirt, to give the next generation of JD drinkers a way to ‘Make it Count’ by making their own label, using theirs. The campaign aims to create buzz and engagement on social channels, boosting relevance and brand perceptions as a result.
To achieve all of this, Iris set out to identify an influencer with an engaged fanbase within their niche, based on the idea that subcultures hold more power over adult Gen Z than the mainstream.The agency identified Wesley Joseph, a British songwriter, producer and filmmaker based in London, as the talent partner for the campaign. Joseph has brought the Jack Daniel’s Make it Count proposition to life by making his own label with his own concept, Natural Daydream, in the form of a special limited-edition Jack Daniel’s T-shirt.
Then, inspired by drop culture, Jack Daniel’s has “hacked” delivery lockers around the UK to give people the chance to get one of the 200 limited-edition tees. The brand is revealing a number of codes via Instagram. To win one of the limited run T-shirts, people who enter and receive one of the codes are invited to rush to the lockers, found in London, with the first one to get there and enter the code winning one of the tees. There are also more chances to win in cities around the UK through Instagram (which is not affiliated with the program).
The campaign also includes a series of social executions featuring Joseph, including teaser content of the artist talking through his design process. This was directed by awarded director and writer, Chris Chuky through Eleanor Films, the first and only Black and woman-owned production company in the US and UK.
The campaign was announced in a staged series:
Eduardo Toledo, head of Jack Daniel’s – UK, Brown Forman UK, stated, “This campaign is part of our ongoing efforts to grow relevance amongst the next generation of Jack Daniel’s drinkers. With his amazing creativity and highly engaged fanbase, Wesley Joseph is the perfect talent partner for the activation, and it’s been great to collaborate with him to Make it Count in this first edition of Make your own label.”
Charlotte Coombes, group account director, Iris, added, “Our recent Participation Brand Index research shows that 58% of under-45s believe ‘my choice of drink says something about me as a person’. The drinks people buy are deeply conditioned by their sense of identity and are used to signal the community they want to signify that they belong to, which is why with this campaign, we’re tapping into a niche subculture to drive consideration amongst Jack Daniel’s audience.”
Jan Pruijser, associate creative director, Iris, commented, “Creativity is all about hacking what’s out there and giving it a new twist or meaning, and with this project we’re literally hacking an existing platform to give away some fresh T-shirts in a way that’s never been done before.”
Credits:
Creative Agency: Iris Worldwide
Chief Creative Officer: Grant Hunter
Associate Creative Director: Jan Pruijser
Junior Creatives: Ben Parmenter & Keilan Grant
Designer: Nicole Vanner
Senior Designer: Filipe Alonso
Head of Artwork: Billy Thomas
Motion Designer: Benjamin Lau
Production Manager: Guy Cain
Integrated Producer: Hannah Lawrence
Group Account Director: Charlotte Coombes
Account Directors: Helen Barrett & Fran Moore
Strategy Director: Dani Dullaghan
Social Strategist: Callum Richie
Community Manager: Larissa Andrianakos
Head of PR + Partnerships: Rachel Byles
PR + Partnerships Director: Ashley Phillips
PR + Partnerships Manager: Teresa Luparini
Production Company: Eleanor Films
Director: Chris Chuky
Creative Producer: Tony Longe
Executive Producer: Jack Howard
Editor: Lauzza
Cinematographer: Ethan Lodge
Art Director:Joe Munro
First AD: George Nelson
Executive Music Producer: Lostboy
