Client

Jack Daniel's

Services

Graphic design, Event, Social media

Team

Minggus, Juul

Partners

Mark Bolk, Freshmen Media, Leda Zhang

Strategy

To celebrate 150 years of Jack Daniel's, we brought the brand's rich heritage to life through a unique collaboration with WOEI, a renowned streetwear label from Rotterdam. Together, we crafted a hyper-exclusive bomber jacket that merged the craftsmanship and creative expression of both brands. With intricate details like refined embroidery of the Old No. 7 and WOEI logos, olive-green lining, and quilted sleeves, the design paid homage to Jack Daniel’s Tennessee roots while reflecting WOEI’s contemporary style. This limited-edition piece became a symbol of the shared values of authenticity and dedication to quality.

Approach

The campaign centered on a 'purchase-to-win' activation in select liquor stores, which encouraged fans to engage with both the jacket and Jack Daniel's whiskey. To deepen the story, we partnered with local creatives who captured Rotterdam’s gritty energy as a perfect match for Jack Daniel’s storied history. The visual narrative unfolded through a spectacular display at Rotterdam Central Station, supported by PR campaigns, media collaborations, influencer partnerships, and an exciting launch event that brought the community together. This was further amplified through Jack Daniel’s and WOEI’s owned digital channels, ensuring the campaign reached a broad and engaged audience.

Result

The result was a sold-out success, with the bomber jacket flying off the shelves and creating significant buzz in both communities. The collaboration not only celebrated Jack Daniel’s 150-year legacy but also established a meaningful connection with Rotterdam’s urban culture. By seamlessly blending heritage, creativity, and exclusivity, the campaign reinforced Jack Daniel’s reputation as a brand that values craftsmanship and cultural relevance while resonating with a new generation of fans.