The spirits market in the UAE is exceptionally competitive. The challenge for Jack Daniel’s was to create a brand experience that could be used at multiple events across the UAE including the Abu Dhabi Formula 1 Grand Prix, Taste Dubai and the many international live music acts.

The brief was multifaceted and posed some challenges. Our solution needed to evoke passion for Jack Daniel’s, moving away from the usual rational, product-centric messaging into a more emotionally engaging, human-centric territory. The mechanism had to be easily dismantleable and transportable, yet robust enough to be used time and time again. Due to local restrictions, use of the recognisable brandmark on the front of the truck was forbidden, so an alternative branding device to connect the truck and transport container to the brand was required.

Our solution was to take a 40-foot shipping container and convert it into a self-contained, fully functional mobile bar. The project was extremely complex and encompassed many different elements and media. These included an educational wall that told the brand story, interactive engagement in the form of table football and a giant Jenga game, a dedicated rooftop DJ space, as well as branded barrels sourced from Lynchburg, Tennessee. Furthermore, the container featured a mechanical system to allow all four sides to open and close for ease of use and 360 degree service access. All furniture was able to be stored in the container, making transport much easier. Thanks to a thorough understanding of the brief and a strong partnership between client and agency, the container bar was a success.

At the time of this project, there were no brands in the UAE utilising shipping containers for events. We essentially had to learn on-the-job and through sheer trial and error as to what was achievable.