Jack Daniel's

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AGENCY:

ENERGY BBDO

ROLE:

CONCEPT

ART DIRECTION

DESIGN

YEAR: 2023

In The Moment is a global campaign that captures the raw, unfiltered emotions we experience through music — dancing freely, singing along to a favorite song, or getting lost in an epic guitar solo. It 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 around the world while still leaving room for local expression. Collaborations with artists like Este Haim, Kingfish, and St. Vincent helped the work span TV, online video, OOH, and social media, generating more than 800 million impressions in over 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 contributing to an eight percent increase in global client investment. More than an advertising effort, In The Moment became a cultural statement, showing how Jack Daniel’s continues to inspire people to be present and live boldly.

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