M&C Saatchi won the creative account for Jack Daniel’s at the end of December last year, in a pitch with The Hallway, Mr Wolf and WhiteGREY.  The agency has just produced its first work, a new brand campaign whose focus is the simplicity and authenticity of Jack Daniel’s with its charcoal filtering process, which makes the Tennessee whiskey particularly smooth.

The only filter we’re a fan of is charcoal campaign will run in social, digital and major out-of-home sites nationally.

Sharon Edmondston, creative director at M&C Saatchi, commented, “It’s exciting to bring this much-loved and iconic brand to life. What a fascinating experience it has been to delve into the core values of Jack’s over 150-year-old brand and see how culturally relevant those values still are today.”

Marisa Murray, head of marketing for Jack Daniel’s, added, “We’ll be the first to admit that charcoal might not make for the most exciting picture. But the fact is, we can’t make Jack without it and so we’ve made it the focus of this campaign with the help of M&C Saatchi.”

Credits:

Agency: M&C Saatchi

Chief Creative Officer: Cam Blackley

Creative Director: Sharon Edmondston

Senior Copywriter: Avi Azouz

Senior Art Director: Chris Cheesman

Planning Director: Tyler Wilson

Senior Business Director: Celia Wallace

Account Manager: Joshua Johns

Head of Social: Mandi Bateson

Senior Social Content Strategist: Clancy Walsh

Client: Jack Daniel’s

Head of Jack Daniel’s Marketing and Shopper at Brown-Forman: Marisa Murray

Senior Brand Manager: Natalia Kowalczyk

Brand Manager: Erin Kerr

Digital Communications Manager: Sophie Carrad