Showcasing
Creative Solutions
www.dmnews.com | September 2011 | 47
International ................... 49
Nailed It............................ 50
Q&A ..................................... 51
Delivered .......................... 51
Jack Daniel’s prompts consumers to design their
own posters on Facebook page
By Kevin McKeefery
The Data: No data is collected as part of the campaign,
but users wishing to purchase one of the original poster
designs are directed from Facebook to the Jack Daniel’s
e-commerce site, where they can create an account and
purchase various branded products.
The Channel: The campaign, which launched June
27, also features a television commercial, titled “As
American As,” presenting Jack Daniel’s as an iconic
American brand embodying an independent spirit. Print
ads ran in USA Today and The New York Times on July 1
and July 3, respectively. Out-of-home ads ran for eight
weeks in 18 US cities. Within the Facebook app, slated
to run indefinitely, users can make a customized toast to
friends in addition to designing posters and watching
the short movie.
The Creative: Posters all feature the Jack Daniel’s
signature black background with bold white typeface;
some have red and blue highlights. Both the making-of
video and the TV spot highlight the hand-crafted spirit
of Jack Daniel’s.
The Verdict: I really want to like this work. The posters are just so achingly beautiful they made a film about
them and put it on Facebook with quite a neat personalization and pass-on interface. However, it is boring. Any
humor has been stripped out of it. I wouldn’t mind some
of the fun in alcohol advertising being, well, fun.
THIS MONTH’S VERDICT
Dylan Taylor is executive creative
director of BMF. Taylor was the first
Australian to be awarded the Irving
Wunderman Award for lifetime
achievement at the John Caples
International Awards in 2008. He is
on the Caples executive committee.
Jack Daniel’s “Independence” campaign directs consumers to design posters on Facebook
