The experience of enjoying nice music always goes well with a bottle of sophisticated beverage, or is it the other way around? Jack Daniel’s took care of both whiskey and music lovers by investing $2.3 million in the campaign for its new Frank Sinatra-themed line of whiskey. These two American icons have a long tradition of mutual adoration, but Arnold Worldwide brought them into the spotlight once again.
Next year marks the celebration of Frank Sinatra’s 100th birthday and, in his honor, the Tennessee whiskey-maker “did it their way” and launched a limited edition dedicated to the famous singer – one of Jack Daniel’s most loyal fans. A toast to the importance of the artist, the Sinatra Select campaign indicates that this is the company’s most expensive whiskey so far, $150 a bottle! The real fans will surely “fly to the moon,” because this edition has a higher-than-normal 45% alcohol consistency and was aged in specially-made ‘Sinatra Barrels’ to keep the excellent taste.
In addition to this packaging, the product is also supplemented by an interesting booklet about Mr. Sinatra’s and Jack’s history. The product is currently available in Mr. Sinatra’s favorite places: New York, Las Vegas, Chicago, San Francisco and Miami. However, fear not because Sinatra Select will be available across the US in June. Bottoms up! I mean, please drink responsibly.
Client: Jack Daniel’s
Agency: Arnold Worldwide
Executive Creative Directors: Wade Devers and Pete Johnson
Group Creative Director: Erik Enberg
Creative Director: Greg Almeida
Art Director: Daran Brossard
Copywriter: Greg Almeida
Producers: William Near and Benjamin Ouellette
Assistant Producers: Alex Saevitz
Production Company: Elastic Pictures
Director: Jake Banks
Cinematographer: Eric Treml
Editorial Company: Rock Paper Scissors
Music Company: Pivot Audio
VFX: Elastic Pictures