Client

Jack Daniel's

Services

Graphic design, Event Design, Social media

Team

Minggus, Juul

Partners

Mark Bolk, Freshmen Media, Leda Zhang

Strategy

To mark 150 years of Jack Daniel’s, we ditched the expected. Instead, we partnered with Rotterdam streetwear institution WOEI to create a limited-edition bomber jacket that fused Southern heritage with urban edge.

Approach

We designed a premium bomber jacket featuring embroidered Old No. 7 and WOEI logos, quilted sleeves and olive-green lining: rich with nods to Jack’s roots and WOEI’s eye for detail. The campaign launched through a ‘purchase-to-win’ activation in select liquor stores, anchored by a bold takeover of Rotterdam Central Station. Local creatives brought the story to life with gritty, city-based visuals. The drop was fueled by PR, influencer collabs and an exclusive launch event, with buzz carried further through both brands’ social channels.

Result

Gone in a flash. The jacket sold out and became an instant collector’s item, igniting hype in both whiskey and streetwear scenes. More than merch, it was a moment, one that made Jack Daniel’s feel fresh, relevant and deeply connected to local culture. A toast to 150 years, with one foot firmly in the now.