The task at hand was to create a memorable iconic holiday campaign that could feel timeless for Jack Daniel’s. So instead of just developing a TV commercial, we thought it would be pretty cool to give the town where Jack Daniel’s is made (Lynchburg, TN.) a new tradition to celebrate every year. We developed the idea of building a 30 ft. tall Christmas Tree made from 160 whiskey barrels. Something that every year would bring the town together to celebrate the holidays.

Not only were the barrels REAL JD barrels, but the whiskey that came out of the 160 barrels was used to create a limited edition Jack Daniel’s Holiday Select bottle of whiskey. Of which, a portion of the proceeds was used to help U.S. military men and women travel home during the holidays.

We had a cool digital idea too. Through a microsite you type in a message to anyone around the world, and the message would be displayed in real-time on the actual Barreltree in Lynchburg. A video would then be recorded of your message being displayed and sent to you via Facebook, email, etc. If you lived in Lynchburg, or had free time to watch the real-time webcam, you could see in person messages from around the world all being displayed on a Barreltree in the little town of Lynchburg, TN.

*Fun fact: My partner and I recieved U.S. patents on the Barreltree.