Following Jack Daniel’s first global ad campaign, the brand challenged Los Angeles’ Spark Foundry to rethink how the new campaign creative could be extended — to build on the TV spot’s light-hearted, whimsical, and optimistic tone.
Spark Foundry’s solution was to reimagine the campaign’s narrative as one with greater depth and positivity in telling Make It Count stories of real people and how they are being purposeful in living their everyday lives.
“We’ve done a lot of creative content work for Jack Daniel’s in the past, from short-form digital, long-form digital to TV integrations – however, when we told them that we wanted to create a :30 minute original piece of content, they were particularly excited. The work that Energy BBDO had done really allowed us to explore creating a much longer human interest narrative that we took to the marketplace to help develop,” said Eric Levin, Chief Content Officer, Spark Foundry.
The result is a :30 minute film developed in partnership with Vice, who, as you know, are proven storytellers of thoughtful long-form human interest content.
The film takes us inside the lives of four real people who are striving to Make It Count. Along the way, we learn what that moment is for each of them, what it means to them and finally, we see that moment come to life — all thanks to Jack Daniel’s.
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“It’s always a double edge sword when looking for everyday people to be the talent in your content. You need to make sure that their stories are solid, that they are good in front of the camera, that they represent the brand well, and are relatable to those watching the content. The collaboration between all of the teams and expertise that Vice has to find and tell the human interest story allowed us to create such a strong film,” Levin continued.
The Make It Count film premiered Friday, December 18th on Vice TV.
SOURCE: Jack Daniel’s