Jack Daniels needed to disrupt the fall beer tailgate juggernaut.

We needed a powerful idea to engage consumers and inspire them to order Jack instead of beer during the popular fall football tailgating season.

Since September was Jack Daniel’s birthday month, what better way to celebrate than with a campaign to have it declared a national holiday?! Because honestly, the man who first distilled America’s finest whiskey SHOULD have his own holiday.

The result? Well, we’re still waiting on that holiday to become law, but Jack Daniels sales lifted and the brand craved out its rightful place during fall drinking occasions. Tailgating and more.

*Team created this work under a different agency moniker.