Jack Daniel’s X WOEI
In the run-up to celebrating 150 years of Jack Daniel's, we brought the heritage of the American icon of whiskey to life with a unique collaboration featuring a hyper-exclusive bomber jacket.
Teaming up with the kindred spirits at WOEI, the streetwear bastion hailing from Rotterdam, we created a limited-run piece rooted in both brands' dedication to craftsmanship and creative expression. Paying tribute to Jack Daniel's Tennessee roots and WOEI's unique style sensibility, the jacket combines refined embroidery of the Old No. 7 and WOEI logos, an olive-green lining, quilted sleeves and loads of intricate details.
The campaign centered on a 'purchase-to-win' activation in select liquor stores, leading to a campaign website and directly linking the limited-edition bomber jacket to Jack Daniel's signature whiskey. Building on this foundation, we told the story behind the partnership with talented local creatives to deepen the connection with WOEI's community. They captured the raw, gritty energy of Rotterdam as a perfect match to Jack Daniel's storied history. A visual story we unfolded through a spectacular OOH display at Rotterdam Central Station, targeted PR efforts, media collaborations, influencer partnerships, a bustling launch event that brought everyone together and of course an extensive roll out on the owned channels of Jack Daniel's & WOEI.
Leveraging the harbour city's rich local culture and creative talents, fans could win the timeless Jack Daniel's x WOEI bomber jacket via a special giveaway. It was also exclusively available for sale in-store and online through WOEI, where it flew off the shelves after this concerted media bomb.
Client
Jack Daniel’s
Jack Daniel’s
Project
Jack Daniel’s x WOEI
Jack Daniel’s x WOEI
Category
Experiential & Online
Experiential & Online
Work
Strategy, Concept, Campaign
Strategy, Concept, Campaign
