Old time tipple

Brand New School’s cross-media campaign for Jack Daniel’s Tennessee Whiskey centres around a ‘label story’ narrative depicted in stylish monochrome, evocative of both the brand and its origins.

The U.S. directing collective worked with creative and account teams at Arnold Worldwide and Brown-Forman Corporation to create the ‘Label Story’. The campaign features cinema/broadcast spots and arena executions for exhibition at select major sporting events, all of which were created by Brand New School.  The animated ‘Old No. 7’ cinema/broadcast spots recently debuted in high-profile US cable and broadcast outlets, with two additional spots, ‘Tennessee’ and ‘Proud’, set to follow soon after.

Resolving at the end on the “What the label doesn’t tell you, a sip will” tag line, each new spot takes the brand’s iconic, ornate label artwork on a lyrical, cinematic journey to visually explore Jack Daniel’s ‘folklore’.

“Within the label’s calligraphic, high contrast, etching-inspired imagery, some of the brand’s most compelling stories are presented in a moving narrative context,” said Brand New School founder and creative director Jonathan Notaro, who directed the spots.

“Arnold had a really strong sense of where they wanted to be with these stories, where the brand’s unique artwork and filigree come to life stylistically.  We really enjoyed being able to work together from the early stages to bring the agency’s vision to life.”

Notaro and his colleagues are also proud that the look created for this campaign’s cinema/TV ads is penetrating other advertising spaces, to include the arena executions. “There’s a lot of mutual respect between us and our friends at Arnold,” Notaro added. “From this trust and understanding came some great work.”

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View the first Label Story spot ‘Old No.7’