In The Moment is a global campaign that captures the raw, unfiltered emotions we experience through music, whether dancing freely, singing along to a favorite song, or getting lost in an epic guitar solo. The campaign draws on Jack Daniel’s longstanding connection to music, celebrating those unforgettable moments when people let go and live fully.

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With a unified visual direction rolled out across Latin America, Europe, Asia, and Oceania, the campaign brought consistency to Jack Daniel’s messaging across regions while allowing space for local expression. Featuring collaborations with renowned artists like Este Haim, Kingfish, and St. Vincent, In The Moment spanned TV, online video, OOH, and social media, generating over 800 million impressions in more than 15 countries.

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Beyond its reach, the campaign marked a turning point for the brand, helping reposition Jack Daniel’s as a key player in music culture and sparking an eight percent increase in global client investment. More than just an advertising effort, In The Moment became a cultural statement, showing how Jack Daniel’s continues to inspire people to be present and live with boldness.