Jack Daniel's

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AGENCY:

ENERGY BBDO

ROLE:

CONCEPT

ART DIRECTION

DESIGN

YEAR: 2023

In The Moment was a global Jack Daniel’s campaign built around the raw, unfiltered emotions that music brings out of us. Dancing without thinking, screaming the lyrics to a favorite song, getting lost in a guitar solo, those moments when you stop performing and just feel it. Rooted in Jack Daniel’s long connection to music, the campaign created one visual world that could travel across Latin America, Europe, Asia, and Oceania while still leaving space for each market to make it their own. With artists like Este Haim, Kingfish, and St. Vincent, the work lived across TV, online video, OOH, and social, reaching more than 15 countries and generating over 800 million impressions. More than a global campaign, it helped Jack Daniel’s show up with more purpose in music culture, reminding people to let go, be present, and live fully in the moment.

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