2016 Winners & Shortlists

Brief Explanation

Brown-Forman is a global publicly traded, family-controlled Fortune 500 company founded in 1870. Employing over 4,000 people, it’s among the top 10 largest spirits companies to sell globally. With over 25 brands, its target audience is diverse. What’s consistent, is the company’s core values: integrity, respect, trust, teamwork, excellence. By combining five behaviours (Be Curious, Be Courageous, Be Collaborative, Be Creative, Be a Champion) with their vision and purpose, they seek to create an enduring and growing Brown-Forman with top-tier growth, returns, and total shareholder return. They enrich the experience of life by responsibly building brands that thrive for generations.

The Brief

The brief was to create an exciting, interactive, brand-led, experiential platform for Jack Daniel’s to use at events, that would define the memories of a lifetime for 21-38 year olds in the UAE. The platform needed to increase consumer awareness for the whole Jack Daniel’s family to maximise brand visibility. It also needed to be innovative, educational, interactive, engage with new and current consumers, and help convert new consumers into brand loyalists. With its target audience connecting with experiences over materialist give-a-ways, the container bar was born. SCOPE OF WORK Research and insight, conceptualisation, content creation renderings, general arrangement drawings

How the final design was conceived

We researched stereotypical containers and food trucks, which helped us to develop a very technically specified end result. While the UAE has seen an increase in food trucks and also witnessed the introduction of using containers as structures in the popular Box Park, there wasn’t a strong and identifiable approach to bars at events. With innovation being at the forefront of the Jack Daniel’s philosophy, the normal shell scheme wasn’t a viable solution to showcase and sell their products. Touch points included: - Educational wall that communicated brand stories and responsible consumption - Table football/giant jenga - DJ area on the roof - Barrels used for branding - Mechanical system allowing all four sides to collapse - Design features that used materials affiliated with the brand and whiskey making process. For example, the barrels behind the bar mimic the barrel house in Tennessee, and the front of the bar has taken inspiration from the maple ricks that are used to flavour the whiskey - Everything is self-contained - furniture, branding, activations etc The 3D renders and GA drawings we created, gave the production company a clear visual understanding of what the container should look like and how it should function.

Indication of how successful the outcome was in the market

The container evokes passion for Jack Daniel’s. The concept has allowed Brown-Forman to move away from the rational product/pack centric messages to a more emotional, human centric engagement. Consumers fully immerse themselves in the brand experience, learn more about Jack Daniel’s and actively purchase Jack Daniel’s, when previously it may not have been part of their drinking repertoire. It is a brand-led, experiential concept that is used over and over again, and has delivered a ROI since it was launched. We overcame the challenge of not being able to place a brandmark on the outside of the container, by using secondary copy and graphics from the brand. ‘Jack lives here’ has become synonyms with the Jack Daniel’s brand and is regularly used on touch points to ensure familiarity with ‘Friends of Jack’. The container bar has delivered 67,500 perfect serves during the last two events alone. When measuring up the ROI, Brown-Forman looked at the cost per contact, which worked out to be AED2.08. This is cheaper than giving away a shot and also provides additional visibility at key events where Jack Daniel’s wasn’t previously present.