Jack Daniel’s Studio Jacket
From Sinatra dubbing it ‘nectar of the gods’ and taking a bottle with him in his coffin, to a long line of legendary artists treating the Tennessee whiskey as a trusty studio companion: music has always been woven into Jack Daniel's' DNA. That rich heritage set the tone for our second campaign.
Whether it’s blues, country, rock-’n-roll or Jack Daniel’s, they’re all deeply rooted in Tennessee. After we brought together the state’s proudest exponent with Rotterdam’s streetwear beacon WOEI in 2024, Jack Daniel’s was looking to tap into its musical ancestry in ’25. Enter the Studio Jacket, a hyper-exclusive workwear piece designed by DJ and visual artist Franky Sticks, known for creating worlds where music and art collide.
Music is the message
The Studio Jacket celebrates the magical and unexpected connections that only music can create. A loving tribute to the universal language that transcends the need for language altogether. The design is a nod to the age-old DIY tradition of festival culture, with richly coloured patches, bold line work and subtle details. The back visualizes how music makes the world go round, while the front’s illustrations are a visual metaphor for boundlessness, freedom, movement and the musical memories that bookmark our lives.
Only 200 Studio Jackets exist and none of them are for sale. The campaign leaned into listening culture, a thread woven in from the hero video through to the launch event at Michelin-starred listening bar CUE. We unveiled and seeded the jacket to 100 guests - media, influencers and key figures from both Jack Daniel's’ and Franky Stick1' network - kicking off the competition. From there, the campaign unfolded through Franky himself and a small circle of Amsterdam-based DJs, who took the piece out into the city and across its many musical corners.
Post-launch, a social campaign and 90,000 neckhangers in liquor stores nationwide drove traffic to the landing page and spurred thousands of entries to win one of the pieces. The jacket quickly became the talk of the town, and was spotted in the wild worn by familiar faces. Meanwhile, Jack’s inbox flooded with one question: where can I get this?
Client
Jack Daniel’s
Jack Daniel’s
Project
Jack Daniel’s Studio Jacket
Jack Daniel’s Studio Jacket
Category
Experiential & Online
Experiential & Online
Work
Strategy, Concept & Creation
Strategy, Concept & Creation
