| 标题 | Old School |
| 广告公司 | Arnold Worldwide (St. Louis) |
| 广告战役 | Highlights - Jack Daniel's Tennessee Whiskey |
| 广告主 | Brown-Forman Corporation |
| 品牌 | Jack Daniel's Tennessee Whiskey |
| Posted | 7月 2003 |
| 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 Daniels global ad campaign spans both borders and demographics. Depending upon the audience, publication and brand development within a country, the ads focus on either the heritage, quality story or Jack Daniels drinkers world. The length of copy and use of color or B&W imagery is also adjusted to cater to a publications readership and editorial environment. In this way the brand is kept relevant to a diverse and broad target audience. |
| 哲学 | WorldwideSt. Louis identified a common positioning strategybased on brand quality, masculinity and authenticitywhich 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 Daniels has grown to be the #1 American whiskey in the world in volume, sales and awareness, and stands poised to become the number one whiskey period, surpassing the most popular Scotch. 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 Daniels for the first time while drinkers in the USlong familiar with the brandwere being lured away by White Goods such as vodka and tequila. |
| 媒体类别 | 杂志 |
| 市场 | 美国 |
| 执行创意总监 | Mark Ray |
| 美术指导 | Mark Halski |
| 客户主管 | Michelle McMahan |
| 摄影师 | Michael Eastman |
| 摄影师 | Steve Bonini |
| 文案 | Brad Fels |
| 客户总监 | Angelique Mizeur |