The artists and producers from bicoastal U.S. directing collective Brand New School produced a cross-media campaign for Jack Daniel's Tennessee Whiskey. Conceived and managed by brand executives with the creative and account teams at the Boston offices of advertising agency Arnold Worldwide and Louisville based Brown-Forman Corp., the "Label Story" campaign features cinema/broadcast spots and arena executions for exhibition at major sporting events, all of which were created by Brand New School.

"Old No. 7"
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Among these elements, the cinema/broadcast spots spot "Old No. 7," recently debuted in cable and broadcast outlets. Two additional spots, "Tennessee" and "Proud" will follow.

Resolving at the end on the "What the label doesn't tell you, a sip will" tagline, each spot takes the brand's iconic, ornate label artwork on a lyrical, cinematic journey to visually explore legendary Jack Daniel's folklore. "Within the label's calligraphic, high contrast, etching-inspired imagery, some of the brand's most compelling stories are presented in a moving narrative context," says Brand New School founder and creative director Jonathan Notaro, who directed the spots.

"Proud"
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"Arnold had a really strong sense of where they wanted to be with these stories, where the brand's unique artwork and filigree come to life stylistically. We really enjoyed being able to work together from the early stages to bring the agency's vision to life."

With Brand New School's reputation for creating powerful experiential and interactive content expanding rapidly, Notaro and his colleagues are also very proud that the look created for this campaign's cinema/TV ads is penetrating other advertising spaces, to include the arena executions.

"There's a lot of mutual respect between us and our friends at Arnold," Notaro concludes. "From this trust and understanding came some great work."