Euro RSCG 4D

For the first time in its history, Jack Daniel’s is using Facebook to gather brand fans, allowing them to connect in a unique and occasion-driven forum.

The challenge: To create a new occasion across the whole GEA/WEA region where consumers could connect with the brand in their natural environment and develop a mid-term concept that could be easily implemented in different environments and different cultures while preserving the same key message.

The Challenge: To communicate the holiday season to people from different markets with different religious backgrounds and introduce a whole new way to celebrate.

The Challenge: Take a traditionally ATL focused ‘lets toast Jack’ campaign (not commonly used in the GEA region) and convert it into a BTL toolkit. The toolkit had to be easy to implement for all markets, despite different levels of channel development, different budgets and a variety of individual strategies and goals.