Jack Daniel’s has always had a connection to the music community. Whether it’s Keith Richard and Mick Jagger being photographed sipping on the iconic bottle in a recording session or Slash swigging it on stage, Jack Daniel’s has long been a favourite of musicians and fans alike. When it came time for Jack Daniel’s to give back to that very same music community, they decided to develop a campaign that would allow people to realize their own personal musical dreams. Whether they were music fans looking to see their favourite band live, a musician with lots of talent and in need of help, or an industry professional looking for a big break, Jack was willing to grant their wish.

In the campaign, contestants would record a short video, describing what they needed to keep music in their life and upload the video the Jack Daniel’s campaign site. There, the videos would battle it out. Based on creativity, story and presentation the videos were rated with the very best videos getting their wildest wishes granted. Partnering with Canadian rock icon Sam Roberts as a brand ambassador, a film crew set out with Roberts as he granted the winners wishes across the country!

Aside from the contest structure, this project was a blank slate and needed naming, a logo, website and full creative branding. After generating hundreds of names, “Supporting Act” was chosen because it best reflected the values of the campaign. The logo was developed to fit within Jack Daniel’s strict brand guidelines as well as communicate the musical association.

To express the complex concept in ads, a creative was built to visually express the basis of the campaign. Fans in a dark rock club are pictured holding up all the various items that they need to keep music in their lives.