Art direction - Alex Kaminski
Design - Alex Kaminski
Animation - Alex Kaminski
Jack Rocks the Macbeth
WE CREATED JACK DANIEL’S FIRST WORKING MUSIC VENUE AND CONTENT FACTORY
Jack Daniels’ is an iconic well-known loved brand but we needed to connect with the millennial audience when they were out drinking together. We wanted to get closer to our audience, socialize with them more often. For our target audience, the best night is with their mates, discovering something new that they will all remember.
So we wanted to put Jack back at the heart of the action. Socializing more frequently and placing him firmly back in our millennials lives. Jack Daniel’s already has a rich music history, boosted in recent years by championing small music venues. To get through millennials however, we knew we had to step up this up a notch, with a new rekindled rock and roll attitude.
Welcome to Jack Rock’s Macbeth.
Jack Daniel's took a four month residency at the Macbeth, a 150 year old live music pub in east London. Supported by our partners Spotify and the iconic music news brand NME. We created a genuinely exciting music experience for our millennial audience. Jack Rock’s Macbeth is a working music venue and content engine run by UM Studios. During the day, NME and Spotify music journalist work from the venue. UM Studios filmed artists interviews and unplug sessions in our custom built set. During the night, artists like Young Guns and La Roux, performed in a pack venue of millennials. All this content was quickly edited and distributed through partner editorial, paid for advertisement, and our combined social media channels.
Via Jack Rock’s Macbeth, we put Jack well and truly back into Millennial's agenda.
•2.3. million video views
•146 pieces of original content
•20,000 people through the door
•6,000 JD drinks sold
•203 acts played during the residency
UM Studios handled the creative ideation, content production, media partnership management, and overall campaign management.