JD Roots
British rock bands in four ultimate home-coming gigs
Project details
Brief
Raise awareness of the brand's Rock'n'Roll heritage, which was only known by half their core target market
Strategy
A music platform that celebrates the importance of a band's roots
Implementation
Four gigs and an online microsite with each band showing off their hometowns
Deliverables
- jdroots.co.uk (decommissioned)
Client
Brown-Forman with Jack Daniel's
Agency
Agency Republic
Creative Technologist
Markets
- United Kingdom
Audience
- 19-29-year-olds
Lifespan
Launched: 22 March 2012
Retired: 26 March 2016
Outcomes
- Reached over 1,000,000 young drinkers
- Over 70,000 went online to fight for just 1,200 tickets
- 88% of the target market that interacted with the campaign agreed Jack Daniel's has a strong association with music
Key technologies
PHP
CodeIgniter
HTML5
CSS3
Campaign
Concept
You owe so much to your roots: so we put on homecoming gigs for four British bands to return to their stomping grounds, each supported by the Nashville-based group The Black Belles.
We took The Cribs, The Horrors and Twin Atlantic back to their hometowns to play three intimate gigs.
In partnership with NME, the highlights were broadcast on Channel 4, and all three gigs were live-streamed online via the JD Roots website.
Artefacts
Age Gate
The content is not suitable for all audiences, so an age-gate would ask you to verify before continuing to the site's content.
Homepage
Fans competed for tickets on our website where they could also take a video tour of the bands' hometowns.
Band-view
When clicking on a band, the concertina would collapse the adjacent panels and expand out to preview the band.
Each band in the concertina had a unique aesthetic to match their brand.
Collaborators
Creative Technologist
Executive Creative Director
Art Director
Copywriter
Project Management
Head of Technology
Senior Developer
Developer
Head of Design
Designer
Designer
Designer
Quality Assurance
Quality Assurance