Jack Daniel's: A little bit of honey. A whole lot of Jack.

Jack Daniel’s is unquestionably and American Icon and a symbol to those around you that you are cut from a certain cloth. In countries all over the world people want to be a part of the brand, they want to be able to say “Thats right, I drink Jack Daniel’s”. But for some people the actual drinking of the whiskey can be a bit of a roadblock. Lets face it, it is whiskey

after all. And requires a certain, intestinal fortitude shall we say. With the first product introduced into the Jack family in 14 years, people would now have another way to say “I’m a Jack drinker”. By infusing Jack Daniel’s with Honey Liqueur, they created a smooth drinking whiskey that when chilled goes down like a...well, you fill in the rest.

Early sketches towards the development of our King Bee + Bee Keeper

The modeling process of our King Bee

Once finally rendered it was all about selecting the right helmet for the mission

The King Bee, as it has come to be known, was then brought to life with the help of director Pete Candeland at Passion Pictures and debuted on Facebook for the millions of Jack Daniel's fans.Working with the up and coming, West coast band, the Stone Foxes, we recorded a contemporary, ass-kicking cover of the Slim Harpo blues classic, "I'm a King Bee," to set the pace for the thirty second TV spot and create a tone for the campaign that was in and of itself a little bit of honey and a whole lot of Jack.

Combined with promoted Tweets, a Facebook reach block and an ESPN takeover we cultivated a community on the Jack Daniel's Tennessee Honey Facebook page that built anticipation for the new brand, created conversation about where to find it and stirred debate on the new take on the whiskey legend.