JACK DANIEL'S
// WE WANT TO GENERATE A GROUP STATE OF MIND, NOT AN INDIVIDUAL ONE
WE WANT TO MAKE THEM FEEL THE NEED TO TAKE PART OF SOMETHING, TO JOIN A NEW FRIENDSHIP TREND: THE SMART DRINKING TREND.
FRIENDS KNOW HOW TO PARTY. WE DON’T WANT TO TEACH PEOPLE “HOW TO’s”. WE WANT TO MAKE THEM WANT TO KNOW. FROM NOW ON, THEY WILL FIND OUT HOW TO PARTY SMART.
IN ORDER TO MAKE THE MOVEMENT MORE DESIREABLE AND WEARABLE, WE NEED TO CREATE A POWERFUL ICON.
THE ICON STANDS AS A VISUAL INTERPRETATION OF THE RULE: FOR 1 GLASS OF JACK => 3 GLASSES OF DORNA WATTER.
PRACTICALLY, THE SMART DRINKING TIP BECOMES THE HERO OF THE MOVEMENT.
