| 标题 | Stoplight |
| 广告公司 | Arnold Worldwide (St. Louis) |
| 广告战役 | Jack Lives Here - Jack Daniel's |
| 广告主 | Brown-Forman Corporation |
| 品牌 | Jack Daniel's Tennessee Whiskey |
| Posted | 12月 2002 |
| 产品 | Whiskey |
| 行业领域 | 烈酒，加烈葡萄酒 |
| 广告口号 | Jack Daniel's Tennessee Whiskey |
| 剧情简介 | Jack Daniel's global ad campaign spans both borders and demographics. Depending on the audience, publication and brand development within a country, the ads focus on either the heritage, quality story or Jack Daniel's drinkers' world or some combination of these messages. |
| 哲学 | Utilizing our proprietary Brand Essence planning process, Arnold Worldwide--St. Louis identified a common positioning strategy--based on brand quality, masculinity and authenticity--which connected with consumers of all ages and nationalities. We crafted a "toolbox" of print, out-of-home, radio and TV advertising which can be selected and implemented based on local needs. Results: Since we began working for the brand, Jack Daniel's has grown to be the #1 American whiskey in the world in volume, sales and awareness. Growth in the US has reignited as brand sales continue to outpace the category. |
| 问题 | The challenge was to keep a 136 year old brand relevant to a diverse target audience around the world. Consumers in some countries were discovering Jack Daniel's for the first time while drinkers in the US--long familiar with the brand--were being lured away by "White Goods" such as vodka and tequila. |
| 媒体类别 | 电视 |
| 长度 | |
| 市场 | 美国 |
| 制作公司 | Palomar Pictures |
| 美术指导 | Mark Ray |
| 广告公司制片 | Mary Jarnagin |
| 创意总监 | Brad Fels |
| 文案 | Brad Fels |
| 制作公司制片 | Kristin Roberts |
| 客户总监 | Bill Mueller |
| 导演 | Hill & Reiss |
| 剪辑师 | Ben Longland |
| 音乐 | Undertow |
| 创意总监 | Mark Ray |
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