JACK DANIELS
MAKE IT COUNT
Labels are limiting. They make assumptions about who we are, how we spend our time, what we like and what we don’t. Why should we allow ourselves to be defined by the labels others put on us? In this campaign we celebrate the labels the next generation is making for themselves. Because at the end of the day, there's only one label that really matters the one you make for yourself.
With this campaign, we knew we couldn’t just tell consumers to break labels and not try to be authentic to the sentiment ourselves. For the first time ever we got Jack Daniels to bring on a kickass female director duo, Similar But Different, to help us bring this story to life. We also did a remake to the iconic song, Bad Reputation with an up and coming artist named, Poppy Arjun.
BREAKING LABELS ┃BEHIND THE SCENES