{"id":2650,"date":"2009-12-07T11:42:11","date_gmt":"2009-12-07T11:42:11","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=2650"},"modified":"2017-04-28T11:00:37","modified_gmt":"2017-04-28T10:00:37","slug":"old-time-tipple","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=2650","title":{"rendered":"Old time tipple"},"content":{"rendered":"

Brand New School\u2019s cross-media campaign for Jack Daniel’s Tennessee Whiskey centres around a \u2018label story\u2019 narrative depicted in stylish monochrome, evocative of both the brand and its origins.<\/p>\n

\"jdno7-4ms\"<\/p>\n

The U.S. directing collective worked with creative and account teams at Arnold Worldwide and Brown-Forman Corporation to create the \u2018Label Story\u2019. The campaign features cinema\/broadcast spots and arena executions for exhibition at select major sporting events, all of which were created by Brand New School.\u00a0 The animated \u2018Old No. 7\u2019 cinema\/broadcast spots recently debuted in high-profile US cable and broadcast outlets, with two additional spots, \u2018Tennessee\u2019 and \u2018Proud\u2019, set to follow soon after.<\/p>\n

Resolving at the end on the “What the label doesn’t tell you, a sip will” tag line, each new spot takes the brand’s iconic, ornate label artwork on a lyrical, cinematic journey to visually explore Jack Daniel’s \u2018folklore\u2019.<\/p>\n

\"jdno7-1ms\"<\/p>\n

“Within the label’s calligraphic, high contrast, etching-inspired imagery, some of the brand’s most compelling stories are presented in a moving narrative context,” said Brand New School founder and creative director Jonathan Notaro, who directed the spots.<\/p>\n

“Arnold had a really strong sense of where they wanted to be with these stories, where the brand’s unique artwork and filigree come to life stylistically.\u00a0 We really enjoyed being able to work together from the early stages to bring the agency’s vision to life.”<\/p>\n

\"jdno7-2ms\"<\/p>\n

Notaro and his colleagues are also proud that the look created for this campaign’s cinema\/TV ads is penetrating other advertising spaces, to include the arena executions.\u00a0“There’s a lot of mutual respect between us and our friends at Arnold,” Notaro added. “From this trust and understanding came some great work.”<\/p>\n

\"jdno7-3mS\"<\/p>\n

Visit<\/a><\/strong> <\/a>Brand New School<\/a><\/strong><\/p>\n

View the first Label Story spot ‘Old No.7’ <\/a><\/strong><\/p>\n

\n

Metadata<\/strong><\/address>\n
Title: Label Story \u2018Old No. 7\u2019<\/p>\n

Client: Jack Daniel’s<\/p>\n

Advertising Agency: Arnold<\/a><\/p>\n

Chief Creative Officer: Pete Favat<\/p>\n

Creative Directors: Wade Devers, Wade Paschall<\/p>\n

Associate Creative Directors: Lee Walters, Chad Leitz<\/p>\n

Executive Producer: Billy Near<\/p>\n

Assistant Producer: Reaghan Puleo<\/p>\n

Account Director: Chris Ferko<\/p>\n

Business Manager: Maria Rougvie<\/p>\n

Production: Brand New School<\/a><\/p>\n

Director: Jonathan Notaro<\/p>\n

Art Directors: Mario Stipinovich, Eric Conception<\/p>\n

Designers: Ricardo Villavicencio, Stephen Kelleher, Emmett Dzieza<\/p>\n

CG Lead: Vadim Turchin<\/p>\n

3D Animation: Eric Concepcion, Han Ho, Mike Garcia, Walter Lubinski, Kim Kehoe, Andre Salyer, Carmine Laietta, Adam Rosenzweig, Dave LoGiudice, John Kalagian<\/p>\n

2D Animation: Stieg Retlin<\/p>\n

Storyboard Artist: Will Rosado<\/p>\n

Compositor: Eric Concepcion, Dave LoGiudice, Michal Finegold<\/p>\n

Executive Producer: Danny Rosenbloom<\/p>\n

Head of Production: Devin Brook<\/p>\n

Producer: Toby Sowers, Mike Sullo<\/p>\n

Production Coordinator: Ilona Klaver<\/p>\n

Original Music: The Lodge<\/a><\/p>\n

Creative Directors: Eric Hillebrecht & Colin Thibadeau<\/p>\n

Composer “Old No. 7”: Alex Weinstein<\/p>\n

Executive Producer: Sallie Moore<\/p>\n

Producer: Heather Weisberg<\/p>\n<\/address>\n

<\/address>\n


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Brand New School\u2019s cross-media campaign for Jack Daniel’s Tennessee Whiskey centres around a \u2018label story\u2019 narrative depicted in stylish monochrome, evocative of both the brand and its origins.<\/p>\n","protected":false},"author":129,"featured_media":2652,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[104,7],"tags":[27,2940,202,46,2941],"class_list":["post-2650","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cross-media","category-inspiration","tag-ad-spot","tag-animation-projects","tag-calligraphy","tag-illustration","tag-motion-graphics-projects"],"yoast_head":"\nOld time tipple - Fired By Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/firedbydesign.com\/?p=2650\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Old time tipple - 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