JACK DANIEL'S TENNESSEE FIRE

Headline-driven campaign designed to separate the men from the frat boys.

CD: Michelle Spivak
AD: Jeremy Stein
Sr. CW: Mike Latshaw

Scorched Coasters

In three test markets, we distributed Jack Fire coasters to select bars. Playing off the medium of a coaster itself, we burned a hole through the center to communicate one simple idea: it's hot.