JACK DANIEL’S

Jack Daniel’s is one of those brands with real stories hiding everywhere, from the mystery of Jack’s birthday to holiday traditions in Lynchburg.

PULLING A JACK DANIEL

Jack Daniel was born in September, but nobody knows the exact day. So naturally, he celebrated all month long.

Created in partnership with Funny Or Die, this video follows a guy who learns about Jack’s monthlong birthday tradition and decides to “pull a Jack Daniel” himself, which mostly involves trying to destroy all official records of his actual birthday.

HOLIDAY BARREL TREE

Every December, the town of Lynchburg builds a Christmas tree out of Jack Daniel’s barrels.

This site reimagined that tradition in a digital world, opening with an animated film of barrels escaping the barrel house, rolling through the snowy distillery grounds and magically assembling into a tree.

Visitors could add a barrel of their own with a name, photo and holiday message, then share it on social. Every barrel added benefited Operation Ride Home, a nonprofit that helps active duty military members and their families travel home for the holidays.