presents The Vaccines

Amplify takes JD back to its rock 'n' roll roots…


To create an experience-led TTL campaign that could be amplified to a large but targeted audience. The task was to share Jack’s iconic and independent spirit, its authentic and genuine credentials, and to incorporate Jack’s three social pillars: drink, music and BBQ.


Jack Daniel’s is an iconic brand with a legendary status amongst older drinkers that most brands would die for. Yet in a cluttered market, younger audiences are unaware of the significance and history of the brand. We need to both remind older drinkers and let new ones know what Jack Daniel’s stands for, that it is a seminal brand, a cultural catalyst and a relevant rock n’ roll icon, no matter the era.


Build on JD’s heritage with the first instalment of an ongoing, music-focused strategy that resonates with both existing and new audiences alike, encouraging trial and exuding its distinct attitude with a nod to its Tennessee heritage.


Jack Daniel's presents The Vaccines

A full 360 campaign building up to a one-night-only, unmissable event. We drew inspiration from the monochromatic cues of Jack Daniel’s iconic bottle as the basis for the whole creative platform.

To build anticipation, a teaser campaign was launched on Jack Daniel’s and the artist’s social channels, with the venue only being announced two days before the event. Credible creators and influencers from the scene added hype. Awareness was driven through a Manchester takeover with fly posters, digital OOH and projections across the city. This was supported through a media partnership with UniLad and the Metro, increasing campaign reach.

An old Victorian swimming baths provided the unique backdrop for the Jack Daniel’s Presents… gig, headlined by band of the moment, The Vaccines. This was an epic night of rock ’n’ roll for 500 guests that brought together the bold, independent spirit of Jack Daniel’s with Tennessee-inspired BBQ food in one of Manchester’s most unique venues. The band performed in what would have been the main swimming pool!

One of our challenges was to provide a stage and lighting design that worked in the unusual venue while balancing The Vaccines’ aesthetic with JD’s distinct identity. The hero of the stage design was a 9-foot Jack Daniel’s steel frame bottle that was covered with strip LED lighting. We worked with local suppliers in Manchester to develop a Tennessee and Jack Daniel’s inspired BBQ menu, given to guests on the night as part of their welcome along with two free drinks.