ABOUT

Concept

Within the retro world of the Barbican laundrette, Wesley Joseph washes the first ever redesign of Jack Daniels’ iconic logo tee. Joseph explores his creative process, the relationship between life and art, and the vision behind his “Natural Daydream” label. The film concludes with Joseph signing the laundry machine, a parallel with the shirt’s Wesley Joseph signature. This simple but profound collaboration between a legendary spirit company and an underground, indie creative would resonate with a mainstream-adverse generation.

Execution

Leveraging the power of youth subcultures and the buzz generated by drop culture, “Make It Count” crafted a simply beautiful, effortlessly cool visual story to engage a younger generation.

A whiskey-colored warmth infuses every storytelling frame of Wesley’s interview with Jack Daniel’s elegant essence. A unique, spinning camera submerges us in the retro world of the Barbican Laundrette. Rows of turquoise washers offer a gleaming backdrop to Weseley Josephs’ inspiring interview. Featuring the first-ever redesign of the whiskey brand’s iconic logo tee, this spot and the larger campaign celebrate Jack Daniel’s renowned brand storytelling while tailoring their content to a Gen Z audience.

Results

Garnering millions of views and a flood of positive comments, the buzz generated for this limited edition tee and Wesley Joseph’s feature spoke to the power of leveraging engaged subcultures in advertising for the mainstream-adverse younger generation.