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Digital Cinema Media and UM London has facilitated a deal for Prime Focus World to convert the Jack Daniel's Tennessee Honey creative to immersive 3D for Brown – Forman. It will play in cinemas before Star Trek Into Darkness 3D, which is predicted to take over £25m at the UK Box Office and generate over 4m admissions.
The creative, developed by Arnold, uses the surround sound capabilities of cinema to make the audience feel enveloped by a swarm of bees and then opens on a highly detailed visual of a Jack Daniels stylised bee, in fully rendered 3D.
Brown – Forman describes the product as “Jack Daniel’s Tennessee Honey is crafted with Jack Daniel’s Old No. 7 Tennessee Whiskey. The whiskey is mingled with a honey liqueur resulting in a taste that is authentically Jack and naturally smooth...”
“Cinema provides us with an opportunity to reach our target audience in a highly immersive atmosphere. We loved the original creative we ran in cinema, converting it to 3D was the next step to get even more of a wow factor,” said Andrew Watson, Brand Manager Jack Daniel’s Tennessee Honey UK.
Joe Evea, Commercial Director at DCM said: “I am delighted that Brown - Forman has chosen to tailor their creative to maximise the impact of the cinema environment. We know that 3D advertising in cinema drives higher engagement and increases propensity to purchase. This conversion helps to showcase that 3D is an accessible and relatively cost effective way to make a product stand out amongst its target audience.”
Kamal Korpal, Head of Radio & Cinema at UM London, said: “Last year our 40” cinema advert was a huge success, but this time round we wanted to take it a step further. Partnering with DCM and Prime Focus World to bring 3D into the mix adds an extra layer of entertainment, excitement and screen innovation, which will hopefully appeal to our 18-24 male audience around films we know they love.”
Andrew Bishop, Agency Lead at DCM, organised the deal for screen time in partnership with UM London. Lucy Stern, Head of Content and Distribution at DCM facilitated the 2D to 3D conversion deal, produced by Prime Focus World. The original creative for this campaign was provided by Arnold.