Jack Daniels 2015 Activation
collaboration with Wink
This is the first project of an amazingly fruitful collaboration with wild n' wonderful Wink.
It is the 2015 activation of Jack Daniels, an activation which took place at the Netherlands' finest and biggest festivals. The brand and its products need neither introduction nor explanation.
The main concept of this activation was a peep show tent which was surrounded by 7 diverse activations on the outside, whereas in the inside, 70 guests got to enjoy a 7 minute Jack Daniels storytelling ride of their lives. It is an activation that used every medium possible and necessary to stimulate all senses and create a transcendent customer experience. The tent took the form of a tribunal with wide comfy steps and an outer bar that promote the sense of gezelligheid, an unforgettable overall get together feeling.
The project went through different phases and identities (White Rabbit Saloon, Legendary #7 and finally #Jackliveshere) always under the insightful creative direction of the Head of Ideas Arne Koefoed and Originator Martijn Been. From neat rock n' roll aesthetics and a more saloon atmosphere, all the way to a contemporary, yet authentic and to the point Jack Daniels character. The outside skin and the inside RGB moving storytelling illustrations were designed by Eelco van den Berg. Project managers of this wonderful activation were Wink's Bon Vivant Bing Ie and her majesty the Rock n' Roll Queen Rosa Smook. The project was built by Schaalwerk.
Working passionately through what some may call Christmas and New Year vacation, the team delivered an astonishing and engaging activation. Christos Efthymoudis All-Around Creativity was there, from the beginning till the end, to support and contribute to the process of the concept, the modelling, the various presentations to the client, structure documentation and finally the construction detailing and drawings.
Can't get enough, or want to know more? Check the following links.
designed by Christos Efthymoudis All-Around Creativity 2014