How can a brand engage a celebrity influencer to elevate the impact of both?
Jack Daniel’s Gentleman Jack is positioned as the smoother, more sophisticated Jack Daniel’s Tennessee Whiskey.
They tapped actor / producer / director Omari Hardwick to help them connect their sophisticated spirit with more diverse audience.
Create a program that celebrates their spirit.
We created the Real to Reel program to help Omari elevate minority voices on the big screen. We asked African-American filmmakers to submit 10-15 minute short films speaking to the African-American experience.
To announce the program, we held a photoshoot and created eye-catching POS signage. Interested filmmakers were instructed to submit films our landing page.
Create content that rewards followers with exclusives BTS content.
Share the spirit behind the stories.
In it’s second year, we created a video round table with finalists to speak to their experiences and help others understand the complex world of storytelling on the big screen from an African-American perspective.
Give the engaged a taste of the good life.
We helped select the top 3 winners who were awarded a trip to the American Black Film Festival in Miami Beach.
The winner was awarded $10,000, a special screening of their film for Omari and some of his most influential friends.
Elevate the voices of the brand, the winning filmmaker and the influencer who helped make it happen.
We promoted a five-city screening tour through Atlanta, Chicago, LA, New York and Austin.
Here’s Omari talking about the program on WindyCity Live in Chicago.
Omari on the Real To Reel:
"Gentleman Jack's Real to Reel program continues to help build diversity in Hollywood," says Omari Hardwick. "I'm proud to continue this partnership to help open doors for new talent in Black cinema."