New Calle
Jack Daniel's

- CREATIVE STRATEGY
- PLATFORM DEVELOPMENT
- TALENT CURATION
- PRODUCTION
- CONTENT CURATION

Jack Daniel’s has locked its presence in rock and roll music for decades. But for many Latines, this doesn’t quite resonate. Luckily, roots are a big part of the JD identity, and for many Latin artists, their neighborhoods have a huge influence on their sound. Jack Daniel’s NEW CALLE authentically positioned JD as the leading supporter of emerging Latin urban music scenes at a regional and national level. Seeded by crowdsourced voting, this epic collaboration shed light on the different expressions of Latin Urban sounds (Latin Trap, Trap Corridos, etc.) We collaborated on a brand new anthem, while giving real music fans the chance to be firmly cemented in the story of their own calle, having earned credit as Executive Producer as part of our sweepstakes prize.