To celebrate 150 years of the Jack Daniel Distillery, we hid 150 prized-filled whiskey barrels in over 50 countries.  The campaign is based on Facebook, with each market releasing clues alongside imagery of what the locations looked like in the late 1800s and early 1900s. The clues are cryptic and tie to the locations and cities in which they are hidden, but they also relate back to Jack Daniel's timeless history. Over the course of several months, we worked to keep our audience engaged with not only the competition itself, but also with sustaining content pertaining to the Barrel Hunt.

www.jackdanielsbarrelhunt.com

We created campaign posters for in bar and OOH. These posters also served as a means to release clues in dark markets.

Facebook introduction video:

Copy: We’re celebrating The Jack Daniel Distillery’s 150th anniversary with the Jack Daniel’s Barrel Hunt. 150 prize-filled barrels hidden around the world to celebrate 150 years of whiskey making. Want to be a part of the celebration? Watch the video to get started.

Get hunting. 18+.
Official rules at https://www.jackdanielsbarrelhunt.com/?trust=yes

Clues for the Jack Daniel's Barrel Hunt spanned 50+ countries and roughly 125 cities. Below are a few examples from Breakfast Creek, Australia.

Clue 1: Our next barrel hiding spot has a history that is almost as old as our own. This Breakfast Creek spot opened in 1889, and like Jack Daniel’s, it too proved to be immediately popular with the locals. Think you know where to find our barrel? Give the password “Master Distiller” to the barrel guard to claim your prize. Other Barrel Hunt clues and updates at #Jacks150 Get hunting. LDA+. Official rules at jackdanielsbarrelhunt.com

Clue 1: Our next barrel hiding spot has a history that is almost as old as our own. This Breakfast Creek spot opened in 1889, and like Jack Daniel’s, it too proved to be immediately popular with the locals. Think you know where to find our barrel? Give the password “Master Distiller” to the barrel guard to claim your prize. Other Barrel Hunt clues and updates at #Jacks150

Get hunting. LDA+. Official rules at jackdanielsbarrelhunt.com

Clue 2: The Jack Daniel Distillery is on the United States’ National Register of Historic Places. And in 1992, this spot joined the Queensland Heritage Register of Historic Places. Think you know where to find our barrel? Give the password “Master Distiller” to the barrel guard to claim your prize. Other Barrel Hunt clues and updates at #Jacks150 Get hunting. LDA+. Official rules at jackdanielsbarrelhunt.com

Clue 2: The Jack Daniel Distillery is on the United States’ National Register of Historic Places. And in 1992, this spot joined the Queensland Heritage Register of Historic Places. Think you know where to find our barrel? Give the password “Master Distiller” to the barrel guard to claim your prize. Other Barrel Hunt clues and updates at #Jacks150

Get hunting. LDA+. Official rules at jackdanielsbarrelhunt.com

Clue 3: Each of our bottles is marked with the signature of our founder, guaranteeing the quality of the contents inside. And if you see a building with the initials of William MacNaughton Galloway above the door, we guarantee it’s hiding a pretty rewarding secret. Give the password “Master Distiller” to the barrel guard to claim your prize. Other Barrel Hunt clues and updates at #Jacks150 Get hunting. LDA+. Official rules at jackdanielsbarrelhunt.com

Clue 3: Each of our bottles is marked with the signature of our founder, guaranteeing the quality of the contents inside. And if you see a building with the initials of William MacNaughton Galloway above the door, we guarantee it’s hiding a pretty rewarding secret. Give the password “Master Distiller” to the barrel guard to claim your prize. Other Barrel Hunt clues and updates at #Jacks150

Get hunting. LDA+. Official rules at jackdanielsbarrelhunt.com

Clue 4: If you’re looking for our barrel, look for the popular Breakfast Creek watering hole that’s named for the body of water on which it sits. Think you know where to find it? Give the password “Master Distiller” to the barrel guard to claim your prize. Other Barrel Hunt clues and updates at #Jacks150 Get hunting. LDA+. Official rules at jackdanielsbarrelhunt.com

Clue 4: If you’re looking for our barrel, look for the popular Breakfast Creek watering hole that’s named for the body of water on which it sits. Think you know where to find it? Give the password “Master Distiller” to the barrel guard to claim your prize. Other Barrel Hunt clues and updates at #Jacks150

Get hunting. LDA+. Official rules at jackdanielsbarrelhunt.com

We created sustaining content for markets to use inbetween clues.

Barrel Hunt winners in key markets were surprised with large-scale events to celebrate the barrel being found. The below video was taken from the inaugural barrel from Lynchburg, Tennessee. 

Prizing included a customized bar kit and individual prizes from every market.

We created wooden posters for each of the three main poster designs. These wooden posters were given as prizes and featured in select bars around the world.

Press:

adweek

campaign brief

And of course, Nigeria today