JACK Daniel’s Christmas campaign ‘Untraditional Traditions” takes inspiration from the home of the Tennessee Whiskey, where each year a 26ft Christmas tree is built using Jack Daniel’s used barrels in its hometown of Lynchburg.

Inviting consumers to share and celebrate their own unusual traditions, this year’s integrated campaign embraces the story of the brand and includes TV, static and digital OOH advertising, digital and partnerships as well as social media.

Jack Daniel’s will also return to small screens across the country with its renowned ‘Barrel Tree’ advert, showcasing an ‘Untraditional Tradition’ from Tennessee.

Drawing attention to the Jack Daniel’s portfolio, the advert’s end frame will highlight the full range, including Jack Daniel’s Old No.7, Gentleman Jack, Jack Daniel’s Single Barrel and Jack Daniel’s Tennessee Honey.

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