Jack Daniel’s
HWY No7

Jack Daniel's believed younger drinkers no longer saw the brand as part of modern music.

We told them not to change.

Country hadn't changed.

People's definition of country had.

What was once associated with rock, outlaw country, and Sinatra was now colliding with hip-hop, R&B, Latin music, and electronic. Instead of chasing culture, Jack could remind people it had been part of it all along.

So we stopped thinking about country music.

And started thinking about music country.

HWY No. 7 began as an idea for a road trip across America. It quickly became something bigger: a place where artists, outsiders, and modern-day troubadours from every background could meet on common ground.

Role: Concept development, copywriting, campaign platform development, client presentations, and integrated creative across experiential, social, OOH, branded content, and live events.