Jack Daniel's

Master of American Whiskey

Our Task: Brown-Forman calls the fourth time for its educational program »Master Of American Whiskey«. Our task was to activate the participants as well as to present the topic of mixing and drinks to the general public.

Our Solution: We developed and produced »How to do« videos and other assets in addition to the documentary accompaniment to the program. It was targeted to bartenders in order to increase the added value for the whiskey interested audience.

Workshop Teaser

The main part of the campaign was a documentary of the workshop from which we created various teasers for the campaign. The documentary shows the whole journey of the bartenders and the contest and the end and showes what the spirit of Tennessee truly means.

»How to do« videos

In the campaign every bartender presented their favourite drink and we created diverting  little how-to videos of the process.

Product images

An sincere image campaign accompanied the project and was made to display the high production standart of the liquors.