Jack Daniel’s Scours America’s Bars For #TalesOf Whiskey, Then Creates Multimedia Extravaganza
The whiskey brand and its agency collected, curated and produced compelling stories that originated in these alcohol-serving establishments.
In line with its penchant for authenticity, Jack Daniel’s, working with Arnold Worldwide and MediaMonks, is out with a new campaign called The Few and Far Between.
Its goal, as Arnold tells us, is to “celebrate the ‘fine establishments and questionable joints’ (and all points in between) around the country that have made Jack Daniel’s the American icon that it is.”
To do so, Arnold and MediaMonks traveled the country in search of authentic stories told by authentic people in authentic places.
The collected content includes video interviews from people with interesting stories to share, adventures captured via actual pay phones in actual bars and hand-written notes, all collected from the first-hand accounts in their native environments, as told by the proprietors, bouncers, barflys and patrons that shared their stories.
All of the content is housed on an interactive website where visitors are presented an “immersive digital experience” that offers a deep dive into the many colorful stories that, as Jack Daniel’s would have us believe, can only emanate from within the confines of local cocktail joints, dive bars, lounges and saloons.
As you vertically scroll down the site, each story presents itself with a graphical representation that, in many cases, includes hand-drawn typography. Visitors can choose which stories they want to hear and how deep they want to travel into the site.
The campaign also includes a user-generated component in the form of a partnership with Vice Magazine.
Capitalizing on the notion that American bars have always been places where amateur and professional photographers can share their work, Jack Daniel’s and Vice Magazine are providing a platform through which this creativity can be shared.
The winning image will be made into an ad for Jack Daniel’s and will be featured in an upcoming issue of Vice.
Here’s a look at the campaign trailer video:
Here’s one of the video vignettes in which a New Orleans man named Jimmy tells the story of a patron who needs someone to sit in backseat of his car to babysit his ducks.
And here’s a story about a guy in Las Vegas who offered up his glass eye as collateral.
Lastly, here’s one of the audio stories from a woman who tells us how she and a guy she met in Vegas decided to get married after knowing each other for five minutes.
All of the stories are easily and directly shareable with the click of social media buttons affixed to each story that auto-populate posts and include the campaign hashtag, #talesofwhiskey.
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