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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

  1. 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

  • PHPPHP
  • CodeIgniterCodeIgniter
  • HTML5HTML5
  • CSS3CSS3

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.

JD Roots Age Gate 1024

Homepage

Fans competed for tickets on our website where they could also take a video tour of the bands' hometowns.

JD Roots Home

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