Jack Daniel’s:
Holiday Songs
Case Study

The Idea

Jack Daniel’s has his own way of doing things. Even on Christmas.

To inspire our audience to stay true to themselves in the midst of the holiday season we decided to change the thing that always stays the same — the age-old Christmas carols.

To do that, we enlisted the help of some of Bulgaria’s most prominent underground musicians and persuaded them to come out of the shadows and save everybody from Christmas boredom.

Jack's Holiday

The Songs

They recorded covers of Jingle Bells, We Wish You a Merry Christmas and Silent Night, in a style more suitable for Jack Daniel’s. The three songs performed by the newly formed band The Jacks all got a not-so-typical Christmas videos, more akin to current rock and indie hits.

This Christmas the songs will appear as pre-roll ads whenever someone plays a typical holiday tune.

Jingle Bells

Jack's Holiday
Jack's Holiday
Jack's Holiday
Jack's Holiday

We Wish You a Merry Christmas

Jack's Holiday
Jack's Holiday
Jack's Holiday
Jack's Holiday

Silent Night

Jack's Holiday

Gold, FARA 2016

Online Advertising

Silver, FARA 2016

Film (Other Formats)

Bronze, FARA 2016

Digital Campaign

Bronze, FARA 2016

Product Campaign