As one of the oldest and most iconic brands in the world, Jack Daniel’s is revered for both the quality of it’s whiskey and for it’s authenticity. We chose to highlight that authentic spirit by documenting true bar stories from the establishments that have helped make the brand what it is today. Stories from the greatest dive bars, honkey-tonks, corner pubs and cocktail bars in America.
We traveled the country from coast to coast in search of the authentic, and often unbelievable, bar stories that make our favorite watering holes what they are. "The Few and Far Between: Tales of Revelry, Mischief and Whiskey" is an immersive, organic collage of mixed-media designed to break the convention of the overused grid-like interface. Users can explore cinemagraphs, short films, audio stories, written anecdotes and even tales from remote locations captured using analogue telephones.
To compete in the expanding craft whiskey and bourbon market Jack Daniel's Single Barrel needed to create a brand presence.
In essentially a brand launch, we created a standard around Single Barrel. By acting as curators of a lifestyle that meets our standard, we built a blog featuring content centered around recipes, lifestyle and craft.
We established the brand tone by introducing beautiful lifestyle-type images paired with hand drawn type and equally crafted language.
With a heavy focus on unique singular experiences like crafted food, classic outdoor sports and good whiskey, we've given Single Barrel a new and fresh voice, backed by the strong family brand of Jack Daniel's.
Continuing Jack Daniel’s longstanding history with music, we created a music program that reached a modern consumer by tapping into a new genre: hip-hop. We created a mobile recording studio that took the tour to the people in search of the best rap talent from around the country. We partnered with well-respected musicians and record labels to create a competition where hip-hop artists battle it out for their shot at fame and fortune.
A holiday campaign for Jack Daniel's that celebrated the annual terrible Christmas gifts every family has come to know. The campaign featured an online contest where users could win a hand-knit Jack Daniel's Christmas sweater and a sled made from the used staves of an actual whiskey barrel. #responsivedesign #contest #instagram #twitter #awarded
Won W3 Silverfor Social Content & Marketing – Promotions and Contests
Jack Daniel's has a storied history and one that needed to be better told to Millennials. We rebuilt their website in 2011 and became the first alcohol brand to launch a responsive web experience for it's drinkers. Featuring a host of product, process, history and recipe information this site as ground breaking entry in the liquor category. We are now in the process of refreshing the entire site design/ux to be released in late 2015. #responsivedesign #awarded #drupal
TOMS expanded it's offering from shoes to sunglasses to help the vision impaired across the world. We made this possible by expanding their e-commerce and brand website to accommodate a entirely new set of product SKUs. A thoroughly satisfying build and a fantastic brand. #ecommerce #responsivedesign
An experiential build, we developed a socially enabled virtual world that Art Beats and Lyrics attendees could explore. A young audience that was looking for something fresh to trigger the "wow" factor, we developed this from scratch and brought it on the road to 4 events. #experiential #xboxkinect #twitter
Gentleman Jack Twitter Bomb
An internal Arnold project, meant to bring the agency together by acting as the agency "watering cooler". Each employee was supplied with a keyfob and we hacked the bill validator to accept RFID. We also outfitted the machine with a touchscreen which would allow you to make your beverage selection.
I am a Robot, I like beer.
Food Should Taste Good
Food Should Taste Good, a brand of all-natural snacks, had a need to raise awareness, encourage trail and grow it’s Facebook community. To solve this we created ‘Follow The Flavors,’ a socially driven campaign aimed to encourage engagement by celebrating the brands variety of flavors. Every week for 2.5 months, we highlighted a different flavor by shared facts, games, quizes, playlists, recipes and giveaways. The campaign was centered around a Wordpress blog which was populated several times a day with a variety of flavor related content. In addition to the content hub, we leveraged a partnership with Context Optional to develop 25+ Facebook apps which drove our high levels of engagement.
Within 48 hours of launching the campaign the FSTG likes on Facebook grew from 7,000 to over 100,000. Ultimately by the end of the campaign FSTG ended up with over 155,00 likes and engagement rate triple there average pre-campaign.
2011 Gold REGGIE Award, "Follow the Flavors" - Food Should Taste Good - Best in Social Media 2011 Design of the Times Winner (Silver), "Let's Summer"- Food Should Taste Good - Supermarket/Grocery category
Food Should Taste Good
Our assignment was to create an alternate reality game (ARG) for the well-loved cable smash hit DEXTER on the Showtime Networks. The goal was to amplify excitement leading up to the premiere of the new season of DEXTER.
We won the challenge with the idea of creating a “summer reading project for the iPad generation.” Telling a new story that was inspired by the mind of Dexter, but completely original, we used any media that was appropriate to move the story along, to hide clues, to create suspense, and to entertain.
Kicked off with a live murder scene at the 2010 San Diego Comic-Con, the game unfolded into a full-blown immersive transmedia experience. We followed a serial killer, dubbed The Infinity Killer, and assisted ex-FBI agent Dee “Serial Huntress” Pratt, in using crowd-sourced crime fighting to track him down.
The two characters engaged players across two main sites (sleepsuperbly.com and serialhuntress.com), as well as countless microsites, social media profiles, mobile components, and real-world locations. The outcome of the game was actually determined by player participation, and elements from the ARG appeared in the new season of DEXTER.
The DEXTER ARG solidified the power of transmedia for the future of marketing. By giving people a shared goal and the tools to form a community around it, we were able to achieve a new level of intimacy between the DEXTER brand and its followers. Players were self-professed “addicts” to the game, the characters, and to each other. They engaged with us, the “puppetmasters,” in a continuous two-way stream, and welcomed both the entertainment we provided and the challenge to surprise us and take the game in new directions. This built a new sense of trust between creators and consumers, and pushed the ARG to new grounds for relationship marketing. Ultimately, we deepened the players’ relationship with the brand, and created socially-driven experiences that fostered relationships within the community.
Beyond the impact of the project itself, the greatest takeaway was the process required to create it. The ARG pushed us into a fluid flow of content creation, with content going from concepting, to production, to release in a super-condensed timeline. This applied to all content types, from videos to websites to live social media interaction, and yet enabled a remarkable breadth of beautiful experiences. This process, and the ARG itself, was all made possible by the fluid, collaborative relationship with our partners at Showtime.
2011 Webby Award Winner: People’s Voice award for Mobile & Experiential Marketing