Starcom Australia has launched a new multimedia out-of-home campaign for Jack Daniel’s with American distilleries company Brown Forman.
The integrated campaign will be seen across the Melbourne CBD and Sydney’s inner west and eastern suburbs until April, focusing on key placements including Sydney’s Enmore Road and Taylor Square
It features an audio-activated mural, a 3D billboard, and a ‘peel back’ billboard, slowly unveiling a hidden message from the popular whiskey brand.
The campaign is part of Jack Daniel’s ‘Make it Count’ brand platform, which encourages adult Australians to reject the labels society puts upon them and, instead, live boldly and ‘make their own label’. It also includes campaign activity across television, social and online video.
Ale Alvarez, senior brand manager at Brown Forman, said “The ‘Make it Count’ campaign embodies the independent spirit of Jack Daniel’s.”
“Through this eye-catching, innovative campaign, we’re able to celebrate individuals who choose to live boldly and enjoy the ride.”
Patrick Bell, business director at Starcom Australia, said the team focused on media that sparked “a sense of buzz and excitement for consumers.”
“We have thoroughly enjoyed partnering with Jack Daniel’s to bring the ‘Make it Count’ platform to life in a way that engages not just us marketing folk, but everyday Australians as well.”
This campaign comes after Starcom Australia partnered with production company Sloane Media and collaborated with Subaru Australia for a new season of Great Australian Detour on Nine and 9Now, last year.
Airing over nine episodes, the series saw Subaru Australia brand ambassador Andrew Daddo driving the Subaru Solterra to the Snowy Mountains and Far North Queensland to showcase the vehicle’s versatility.
See also: Starcom and Sloane Media team up with Subaru for a new season of Great Australian Detour