Jack Daniel’s x Willem
After creating two ultra-limited-edition jackets, we returned in 2026 for our third consecutive fall campaign for Jack Daniel’s. This time around, we brought together the Tennessee brand with Willem de Bruin’s Dutch-Curaçaoan roots in a campaign that culminated in a one-off live show on November 3rd.
Your roots shape who you are. The place you grow up in, the people around you and the stories you gather along the way.
Willem’s bi-cultural heritage rings through in everything he does. His latest album, Jongen van de Zon, collects rhythms, stories and influences that have shaped him. Jack Daniel’s 150-year history, in turn, is inextricably linked to its home of Lynchburg and boasts a longstanding love for music. In early November, we’re exploring their common ground in Amsterdam, bringing two seemingly distant worlds together around the idea that where you come from continues to inspire what comes next.
Our nationwide campaign hit the streets through classic OOH and a lenticular spectacular in the heart of Amsterdam. Custom invitation boxes gave a select few a first taste of what was to come. Online, we worked with creators to spread the story, while PR and retail activity at major supermarkets and liquor stores extended its reach. Coca-Cola came on board too, with dedicated displays and campaign materials for Jack Daniel’s & Coca-Cola cans. It was the first time the Dutch teams behind Jack’s bottled whiskey and ready-to-drink range joined forces in a single campaign.
Client
Jack Daniel’s
Jack Daniel’s
Project
Jack Daniel’s x Willem
Jack Daniel’s x Willem
Category
Experiential & Online
Experiential & Online
Work
Strategy, Concept & Creation
Strategy, Concept & Creation
