JACK DANIEL’S

TENNESSEE HONEY global campaign

The first order of business was to overhaul the Tennessee Honey brand in order to transform its aesthetic from sleepy to energetic, as well as establish visual consistency to the campaign worldwide. That was the easy part. The tougher request was to produce an extensive library of assets that could be used by partner agencies around the globe to create their own marketing materials. Since there would be no direct control over what was produced in the foreign markets, all elements had to work together seamlessly with no hassle. A 44-page style guide and playbook laid everything out in simple terms, ensuring the campaign would look as it should and say all the right things, no matter the country or market.

ACCOMPLICES  LAITA, Mark // BRADLEY, Kevin (Church of Type) // HUGUENIN, Patrick // FAGAN, Nicolle // VASEY, Kirsten