Jack Daniel’s Holiday Select whiskey is being promoted in “Holiday Barrel Tree”, an integrated advertising campaign associated with Christmas. 187 white oak barrels from the company’s distillery in Lynchburg, Tennessee, were used to erect a giant Christmas tree. The campaign, including television and print, is online at jdholiday.com, where visitors are able to choose a barrel to use as a holiday greeting, and on the Jack Daniel’s Facebook page.

The campaign includes “Barrel Bandits”, a Facebook game in which Jack Daniel’s fans help protect the whiskey in the 26-foot high barrel tree by firing snowballs at the notorious ‘barrel bandits’ who are trying to spoil the festive celebrations.

Credits

The Holiday Barrel Tree campaign was developed at Arnold Worldwide, Boston, by chief creative officer Pete Favat, creative director Wade Devers, associate creative director/art director Corey Favier, associate creative director/copywriter Todd Mitchell, producers Billy Near and Ben Ouellette, project manager Lauren Butterworth, business manager Maria Rougvie, account management team Paul Nelson, Nate Stewart, Shannon Coletti and Arden Clapp working with Jack Daniel’s director of global marketing Carmen D’Ascendis.

Music is “Good Kind of Crazy” by Brighton MA.

The Facebook game was developed at Arnold KLP, London, and Haystack.