Jack Daniel’s

During my time at FCBX, I had the distinct privilege of immersing myself in the world of the iconic brand, Jack Daniel’s, renowned for its enduring impact within the realm of spirits. My contributions encompassed impactful collaborations, such as commemorating Frank Sinatra’s 100th birthday through a series of events orchestrated by Jack Daniel’s in various US markets. Moreover, in a strategic alliance with Jack Daniel’s Gentleman Jack, FCBX orchestrated an exclusive event series aimed at the brand’s core audience of multicultural entrepreneurs called The Pitch Distilled.

Sinatra Century

Jack Daniel’s commemorated Frank Sinatra’s 100th birthday by hosting parties in five different US markets using the hashtag #ToastSinatraContest. The events aimed to introduce new consumers to the brand while allowing existing fans to sample their products. The creative strategy was inspired by Sinatra’s multi-faceted career in entertainment, with a nod to his many talents and performances, and featured his favorite cocktails and dishes. The evening’s entertainment ranged from big bands to singers, dancers, and comedians. Guests were encouraged to tweet their favorite toast to Frank using the hashtag to drive social engagement.

Year: 2015
Role: Senior Art Director
Markets: Chicago, Las Vegas, Los Angeles, Miami, New York City
Creative Assets: Print (brochures, playbill), Social (Twitter), Digital (eblast & landing page)
Creative Team: Eric Mortensen, Joe Gallo, Candy Wilson

The Pitch Distilled

In 2015, Jack Daniel’s Gentleman Jack and FCBX partnered to create a premium event series targeting the core Gentleman Jack demographic of multi-cultural and entrepreneur demographics. The event’s concept was a 3-city series showcasing untapped passion from participants’ stories with the objective of testing activation success. The activation plan included a partnership with a social networking group, a targeted social media campaign, and a video submission competition platform. The program culminated in each market at a live event where a capacity of 250+ attendees were invited to listen to the top four finalist’s pitches and vote in real time for the video submission winner. The three events were held in Miami, New York, and Chicago.

Year: 2015
Role: Senior Art Director
Markets: Chicago, Miami, New York City
Creative Assets: Event Logo/Branding, Digital, Social, Website/Landing Page, Event Promotional (Booklet, Table Tent)
Creative Team: Eric Mortensen

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