Jack Daniel’s All Access

For this brief, I had to create a shopper campaign for Jack Daniel’s All Access. I had worked for Jack Daniel’s on All Access the previous year and that campaign won 2 awards, so the pressure was on when I was trusted with being the lead art director on it in 2019. All Access is always themed around music. The challenge was now to come up with a new spin on it that hadn’t been used before. To differentiate it from previous years, we decided to take All Access on tour. The winner would get their chance to design their own bespoke trip around America watching their favourite bands perform. This then led us nicely into finding a creative theme and art direction. We decided to base the visuals around flight cases which are synonymous with bands and touring. The flight cases then gave us the perfect holding device, to not only add stickers of possible locations, but also a way to make impactful thematic POS in-store.