With a creative agency based in the US and little idea how to make this cult brand relevant to young British drinkers, it falls upon the media account team at Initiative to understand how to best recruit young drinkers into the brand.'Jack Live' was born after we identified the need to talk to young drinkers in a way that has more relevance to their lives. A decade of experience of the brand and its consumers meant we understood that 'music' was at the heart, Jack Daniel's.With 'Jack Live' music became our medium of creating unique music events.