Create an innovative program commemorating the 50th Anniversary of Hip Hop that stands out among other similar brand initiatives and presents Jack Daniel’s in a bold -- but authentic -- way.
Strategy
- Celebrate the 50th Anniversary of Hip Hop by not only honoring its storied history but also offering fans a glimpse of the future
- Present a holistic representation of hip hop culture that goes beyond just music
- Elevate the next generation of Black creators and artists
- Leverage Black consumers’ strong interest in the metaverse (52% vs. 34% of non-Hispanic whites)
Execution
- We created The Verse – Jack Honey Art, Beats + Lyrics, the brand’s first-ever immersive virtual reality experience, which celebrated hip hop's past, present, and future. The Afrofuturism-inspired world showcased the works of celebrated Black artists and creators while exploring the intersection of hip hop and innovation.
- The state-of-the-art experience provided visitors with a range of interactive attractions, including a curated art exhibition and an exclusive virtual performance by the critically acclaimed fusion band Phony Ppl. The virtual concert was one of the first to use markerless motion capture through AI technology.
- The Verse showcased more than 80 artistic creations from over 30 artists. These included legendary photographer and cultural archivist Polo Silk, Atlanta-based Tanzanian-Nigerian visual artist Marryam Moma, and contemporary realist painter Tim Okamura.
- Attracted hip hop fans from across the world -- from LA to South Africa and beyond
- Phony Ppl’s social post announcing their virtual residency at The Verse generated over 38.8 million views
- Earned media coverage in national lifestyle, trade, and tech outlets
- Named in Ad Age’s “Top 5 Metaverse Moments You Need To Know About Now”
- Extended from a one month pop up stunt to a year-long program
Video for Jack Daniel's Tennessee Honey Art, Beats + Lyrics "The Verse"
