Jack Daniel's Single Barrel
Single Barrel is Jack’s top shelf whiskey (it's also the distillers' favorite whiskey). Each barrel is hand-selected from the top floors of Jack Daniels’ barrelhouses, and each bottle has a unique flavor profile. It’s a whiskey made for slow sipping, and because each bottle is different, it’s a whiskey made for talking about.
With this campaign, we positioned Single Barrel as "a Lynchburg conversation piece," so it only made sense to write some long copy and do a little long-winded storytelling.
Every bottle of Single Barrel is unique: the barrels are pulled from different barrelhouses with different temperature swings over different periods of time. Because of this, each bottle will taste slightly different. Some are a little more oak-y and some are on the sweeter side. We created a series of animated videos to talk about these flavor notes found in Single Barrel.
We art directed a product shoot and developed a new system of photo standards for this campaign. The shoot included the entire Single Barrel family and welcomed in a bold, new look for Jack’s top shelf whiskey.
Creative Directors: Chris Valencius + Gregg Nelson
Writer: Tommy McConnell