Jack Daniel’s whiskey is crafted by master distillers who follow an intricate, age-old process established by Mr. Jack Daniel himself. It starts with the fabrication of its own wood barrels, making Jack Daniel’s the only whiskey distillery that fabricates their own. So to launch their Latin America Christmas promotion, we knew we couldn’t give away just anything made by anyone.

We handpicked 5 of the best industrial designers from Latin America to design and create unique pieces made with wood from oak barrels previously used to age Jack Daniel’s whiskey.

The items had to be highly desirable for the audience, so our master builders created these beautifully designed items: a bicycle, a speaker, a surfboard, a bar cart and a turntable. The whole process, from design to construction was documented and used for TV ads and online videos.

We launched microsite so consumers could enter to participate.

All countries were united by a central website that was specially created for people to participate, and learn more about Jack Daniel’s whiskey.

The promotional campaign ran for the whole Christmas period, which can last up to the end of January in most Latin American countries. During this season, we aired TV ads and online videos featuring the creation process of Jack Daniel’s gifts, from the moment the master builders received the barrel to the final product. This content drew a parallel to the craft and skill in making Jack Daniel’s whiskey.

Another set of videos was created specifically for social media, with interviews of each master builder talking about the creation process of his item.

There were special activations at bars that invited consumers to participate in the promotion.

Six Latin American countries participated in this effort: Chile, Argentina, Perú, Colombia, Puerto Rico and the Dominican Republic.

The promotion generated more than 100,000 participations, successfully capturing the attention of the target audience.