1
2
3
4
In this ever-changing world, one constant is Jack Daniel’s belief in making its whiskey with the same craft and care that Mr. Jack himself made it with in 1866.
So for the distillery’s 150th anniversary, Jack Daniel’s took 150 of their barrels and hid them in places all over the world that have changed a lot over the years. Each hiding spot was revealed on Facebook through a series of vintage photos and clues.
The Barrel Hunt was the first truly global Jack Daniel’s activation, with over 50 countries participating. It helped foster conversation around Jack Daniel’s whiskey and how it’s remained essentially unchanged for 150 years, even as everything changed around it.
This work was recognized by many award shows and even won a Gold Reggie.
Below is the case study for the campaign as well as some promotional and social content examples. More design work for this campaign can be found in the design section of my website.
ACD: Me
Copywriters: Moon Yang and Lora Faris
Art Directors: Me and Daniel Massih