EVERY DROP
ARNOLD WORLDWIDE, Boston / BROWN FORMAN / 2018
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Every brand these days talks about storytelling. Well, Jack Daniel’s has more stories than anybody, and we have the perfect place to tell them, too: on the platforms of the London Underground, where we’ve been advertising for over fifty years.
Phones can’t get a signal so deep underground, and people waiting for a train are suddenly without the online diversions they’ve come to depend upon in such situations. So we tell them a story about a whiskey made the same way for over 150 years in tiny Lynchburg, Tennessee.
Our goal with these is simple: to give people something they’ll be glad they bothered to read. One month it might be a little-known fact about whiskey-making; the next month, maybe a story about Jack Daniel himself. Whatever we think they’ll find interesting. We have a more-or-less captive audience, and we try not to abuse the privilege.
ScriptInOriginalLanguage
People’s phones can’t get a cell or Wi-Fi signal so deep underground, so we decided to give them stories to read from Jack Daniel’s colorful history to pass the time while they waited for their trains. We wanted to offer them something crafted with the same care with which Jack Daniel’s is made – something they would be glad they took the time to read.
Our objective was to tell people stories about a world-famous whiskey made the same way for over 150 years in tiny Lynchburg, Tennessee.
Since people’s phones can’t get a signal so deep underground, people waiting for a train are suddenly without the online diversions they’ve come to depend upon while they’re standing around waiting. So we decided to offer them something worth reading to pass the time.
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