Jack Daniel's had a problem. The lucrative 18-25 market wasn't connecting with the brand because they saw it as too hardcore. The Barrelhouse was the perfect answer.
From the outside it was a beautiful reproduction of Jack Daniel’s original, 163 year old distilling house in Lynchburg Tennessee. But inside it was an intimate live music venue and bar that toured the 3 biggest music festivals in Australia.
Brought to life on Facebook, the campaign exploded each time the Barrelhouse appeared. The venue was both our drawcard and canvas as we used it to make and post new content about the artists performing there – helping sell the Barrelhouse ahead of the next festival, as well as the Jack Daniel’s brand to everyone who couldn’t make it in person. In six days 78,000 people did make it in person (not bad considering its 300 person capacity) and over 1 million people watched the content films, helping Jack Daniel’s increase their Facebook reach by over 1400% and gain a whole new generation of fans. Oh and we also sold so much product the production paid for itself (which was nice).
Role: Creative / Creative Director / Executive Creative Director